They actually make a difference online According to Twitter, the #SpeakBeautiful hashtag led to a huge change in the way women talk online, with negative tweets about beauty and body image sent by women dropping from over 5.3 million in 2014 to 3.4 million in 2015–a 36.8% decrease year over year. Giving brand advocates freedom on social media Dove recognizes that content creators are best placed to create content! The majority of its promotional product images on Instagram are repurposed or reposted influencer snaps.
Instead of the often bland
shot of a polished Influencer holding a product up to the camera, Dove choses to work with a range of influencers with varying skin types, body shapes, and cultural backgrounds, allowing them to choose how they want to profile Dove products. In other words, Dove is relying on special data the power of peer-to-peer recommendation instead of pushing unattainable beauty ideals to the ever-impressionable social media masses. For example, they regularly run targeted social media takeovers that feature their brand partners, such as having body-positive influencer Gabi Fresh take over their Instagram Stories with a Q&A and her own engaging video content. Tapping into the Influencer community like this further helps. According to Twitter
Dove to communicate their brand
For example, in 2014, Simple Skincare invested £7m in a new campaign call. City Living’, which was designed to educate consumers about the effect city living can have on their skin. This was a multi-media campaign using social media as well as TV and billboard advertising. They also set up a ‘Simple Advisory Board’ working with leading dieticians and fitness experts to push a healthier attitude to skincare’. Ahead of their competitors In 2004, no other brands were really talking about these types of issues.
Especially not beauty brands.
Dove was a pioneer, and that gave them a certain ‘headstart’ in terms of cause-based #ShowUs Project. Will it pay off? And will the consumer reward these mammoth efforts to champion #realbeauty? Time will tell but it will certainly provide other brands, and digital marketing strategists with plenty of inspiration on how to BM Leads build a brand online. Like to learn more about digital marketing strategy in all its forms? Advance your knowledge and career with an in-demand MSc Masters in Digital Marketing. Gain advanced skills, learn specialist strategies and hone your critical thinking with the DMI’s global standard in digital marketing education. According to Twitter
