Case Study #3 - Dove Campaign On Social Media "#SpeakBeautiful"
INTRODUCTION :
Dove has been working to make beauty a source of confidence rather than concern for the past ten years, but during that time, the beauty industry has undergone a significant transformation.
Women submitted 5 million negative Tweets about their bodies and appearance in just 2014 alone. On Twitter, women are twice as likely to post anything negative about themselves as they are to post something flattering.
Women produce casual Tweets that have the potential to be harmful, hurtful, or critical to themselves, others, and society in a world connected by social media.
DOVE GOAL AND THEIR TARGET AUDIENCE :
Dove's mission is to improve women's self-esteem. They produce content that presents a story that appeals to women since they are aware of their target audience.
The social media site and Dove posted a video to promote #SpeakBeautiful as part of their marketing campaign to increase self-esteem on Twitter. The video will air during the Academy Awards pre-show. Dove and Twitter collaborated to develop a tool that allows us to measure the impact of our words.
RESULTS :
🔆 Campaign’s 800 million social media impressions by using #SpeakBeautiful more than 168,000 times.
🔆 85% of Conversion Rate
🔆 Twitter claims that the #SpeakBeautiful campaign increased brand sentiment by 17% and increased brand engagement.
