Just found this when looking at case studies for ideas.

Dove did a marketing campaign as shown here.

This case study explains basically how Dove managed to upload (through a "backdoor" aka - just using Shutterstock proper) "non-stereotypical" images of women.

They tag these images using the "beautiful women" tag so, in their minds, when people search for beautiful women they now get images that are more "realistic".

Here's the thing... Every image is still fucking staged, uses models, and is fake as hell.

Look at the images in the videos and you can tell these women are clearly models and done up with proper makeup and fake dirt stains to look like they are working hard.

EDIT: For more irony, remember that Dove and Axe are owned by the same company, and axe commercials "objectify" women all the time.