Dove has been very active across social media over the past few years.
It launched the Campaign for Real Beauty in 2004 to help “make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety.” Initially, billboards featuring images of regular women instead of models were used to market their message. After the campaign received a significant amount of attention and positive feedback, it moved into other areas like magazines and television.
Two years later, the campaign kicked off a series of viral videos like Legacy, Evolution, Love Your Curls, Little Girls, and Real Beauty Sketches. The videos all received a huge response, both negative and positive.
In early 2014, Dove launched the #speakbeautiful campaign in partnership with Twitter in response to the barrage of negative comments women were making about their looks on the social media site. Dove encourages women and girls to tweet positive things about themselves and the way they look.
Dove’s Instagram account does not have many followers (only about 75,000), but the company does respond personally to what their followers comment about. They do the same on Twitter, replying to their followers and thanking them for being part of the community that they are trying to build with their customers.
Dove has taken some flack for their campaigns. But that is to be expected, especially with a huge company that makes huge waves in marketing. There will always be some level of criticism.
But, overall, I think the campaigns are very positive. I’m the mom of a toddler girl and I really have some concerns about how she will be affected by the media’s portrayal of women and girls. I respect the Dove campaigns because I think they are powerful and honest. And I’m not gonna lie – they make me tear up a bit.
Click on some of the links above and check out Dove’s video campaigns. What do you think?