Social media became a place where people voice their accomplishments but also their insecurities, especially about physical insecurities. Young people constantly compare themselves online, either about their lives or their looks, because for them, beauty is what helps people to get online acceptance. The constant search for acceptance can bring negative thoughts about body image, that can transform into a dangerous obsession on Social Media.
For the past 15 years, Dove vowed to commit and stick to 3 constant things that didn’t change all these years; Vision, Mission and Communication message.
- Dove’s vision: Beauty should be a source of confidence and not anxiety. They are here to help women everywhere develop a positive relationship with the way they look.
- Dove’s mission: Helping women raise their self-esteem and realize their full potential. And ensure that the up-coming generation grows up having a positive relationship with the way they look.
- Dove’s communication message: Seeing the real beauty inside and empowering women.
Armed with their mission, vision, communication message and the social media insight that shows how women speak about themselves on Twitter, Dove launched in 2015 a campaign called #Speak beautiful, to boost self-esteem on Twitter.
According to Dove’s research, ladies on Twitter say a lot of negative things about beauty and their bodies. The study showed that in 2014 alone, women posted 5 million negative tweets about beauty and body image. From these 5 million negative tweets, 1.5 million tweets about beauty were during the Oscars. These statistics are undoubtedly scary, because women leave hurtful messages about themselves, which only portrays how cruel their entourage might have been to them, which led to low self-esteem.
Dove wanted to make women get rid of self-doubt, and start their journeys to beauty confidence with the #SpeakBeautiful campaign. To start the cultural shift in the beauty conversation on social media, Dove joined forces with Twitter and used a technology that analyzed the content will identify negative tweets about beauty and body image posted during the Oscars. Dove account will respond with advice to those tweets in real-time, in order to encourage more positive online language and habits, to empower women to speak with more optimism, confidence, and kindness about beauty online.
Dove started the campaign with a 30-second commercial during the 2015 Oscars red carpet to drive awareness. The ad had the objective of making women join Dove and Twitter to turn negative Tweets into positive ones. They even raised awareness in-store, by giving free goodies with empowering messages like: “Remember to #SpeakBeautiful for you and a girl in your life.”
#SpeakBeautiful became a movement not only during the Oscars, but it also extended to other events like the MTV Video Music Awards (“VMAs”), and because used daily not just during events.
Why Was Dove’s Campaign Successful?
Why this campaign won awards, and reached many people while leaving a powerful impact?
- First, the campaign was based on real insights and statistics. A campaign should always have a background and an answer to why it was launched.
- Emotions: Campaigns that use emotional issues tend to succeed, showing support to those who need it is always a good thing.
- The objective of the campaign: This campaign aims to address hateful tweets about beauty and promote positive messages.
- Using real answers: Dove used technology to send real responses to real women. For example, if @xxx tweeted “I hate my body”, @Dove would respond to @xxx with a positive message like “You are beautiful!”
- Avoiding too many sales: Not always launching campaigns with the purpose of selling, and trying to create a social change make people attracted to the campaign.
- The mission, vision, and communication message weren’t just a few lines written on the Website. They are the ones that provide the direction for the business’s future. Always include these three in your strategies and campaigns. There is a difference between the three, and shouldn’t be used as synonyms.
- Vision Statement: Focuses on the future; it’s a clear statement of what you want to accomplish.
- Mission Statement: focuses on the present, it defines what you do every day to achieve your vision.
- Communication message: It’s the message you send in every post, every campaign.
Dove’s campaign was very successful, and results exceeded expectations. [^Results]
- In 2014, there were over 5 million negative Tweets about beauty or body image; in 2015, the number dropped to 3.4 million, more than a 35% decrease.
- From Oscars 2014 to 2015, women posted 30% fewer negative Tweets and 69% more positive Tweets about themselves.
- In one year, #SpeakBeautiful was used more than 168,000 times and drove 800 million social media impressions of the campaign.
Dove didn’t just change how people talk about themselves. It changed the way they talk about the brand and how they see Dove. Making a campaign that has no sales intention can make sales increase, because when you impact people and drive a social change, people will see you as a reference, and you will be a Top-of-mind brand, stick to your vision and mission.