Strong and Weak Social Media Strategies – A Case Study

Strong and Weak Social Media Strategies – A Case Study

Dove Real Beauty Campaign
Image: Dove/picture-alliance/dpa

Dove had launched the Real Beauty Campaign in 2004 because of a global study, The Real Truth About Beauty: A Global Report. In this report, just 2% of women worldwide had described themselves as beautiful.
They started a worldwide conversation about the definition of beauty when they launched their campaign in 2004.

And the Real Beauty Campaign was probably one of the first digital campaigns that attracted a massive following (26 million people). Dove’s Real Beauty Campaign is now going strong for over 15 years. They consistently release new and engaging content to their customers and followers and sometimes ask them to participate in it as well. Which makes the customers also the content creator.
Dove also makes great use of Facebook (almost 30 million followers), Twitter, Instagram and YouTube.

But since Dove first launched their “Real Beauty Campaign” many other companies have jumped on the bandwagon to what we now call “Femvertising”.

Image source:

Another strategy that I like, that is also part of “Femvertising” and that looks like it is paying off for the company is Mattel’s “Inspiring Women – You Can Be Anything” Campaign for Barbie that they launched after their sales started to drop 20% between 2012 and 2014.
Mattel knew they had to make some changes and with Barbie’s 60th birthday in 2019 they had some time to plan. They brought out a diverse range of dolls (skin/hair color) and of different professions, such as an astronaut, news anchor, judge, soccer player, pilot, firefighter etc. And also 20 Barbie dolls of real-life inspiring women, such as Frida Kahlo, Amelia Earhardt and Sally Ride.

Just in time for Barbie’s birthday she also got her own YouTube channel, they partnered up with Virgin Atlantic Airlines to show younger girls the scope of what a career of a pilot, the cabin crew or an engineer looks like.

Barbie documented the launch of the new dolls around the world also on her Instagram account.

Thanks to those marketing efforts Barbie gained 75.000 followers across all platforms and received 4.5 times the digital engagement on social. And Mattel’s sales jumped up 12% after this campaign as well. Success all around!

Poor Strategies On Social Media –

Image: Ancestry

In early 2019 brought out an advertisement online that generated a lot of backlash and made them pull the ad fairly quickly.

If you watch the ad you will see that is clearly romanticizing and whitewashing a slavery-era love story between a black woman and a white man.

In the video which is named “Inseparable”, the man presents a wedding ring to the woman, and then says that they can run away to “a place we can be together across the border”.

After the video was taken down also issued an apology.

To prevent this, I think should next time test and go over their ads with a test-audience. Mistakes like that can be avoided and if possible they should not draw on sexuality, gender, race or disability remarks when creating content.

They proved to us before that they can create great ads/strategies for example with the “My Story” Campaign.

Strong and Weak Organizations- Assignment 1, Post 2 – COM0015


Iliana Auverana

Post 2 – Strong & Weak Organizations

In this course, we are looking at a variety of case studies. Find two organizations that would fit into the category of impressive social media strategy and one organization that needs to adopt a social media strategy. Outline why you were drawn to the organization you chose, provide highlights of what the strong organization is doing well and provide examples to validate your assessment.

I did a lot of research to find out about successful social media campaigns. I found a few, but the cases weren’t really outstanding. In the translation industry, big companies are relatively active on social media, and they post blogs regularly. I follow many people on Twitter, I use Facebook and nothing have impressed me as much as the use of social media by Barrack Obama. The values portrayed in his 2008 campaign were: hope, action and change.

To make sure that I could use this example, I looked at the definition of an organization:

  1. an organized body of people with a particular purpose, especially a business, society, association, etc.

I believe that the group of people working toward the purpose of winning an election campaign would fit into this definition.

I wanted to study Obama social media campaign because he was the first candidate to the US presidency to win the elections through the successful use of social media. I consider an election campaign team as an organization. In 2007, Barack Obama was not well-known by the American electorate. Through social media Obama raised a record-breaking $600 million. What made Obama’s campaign successful? Here are some of the factors mentioned by different authors:

  • Created clips watched by over 5 millions of people (i.e. Yes, We Can)
  • Established a dialogue with voters (Obama team responded to voters)
  • Created more social media content than other candidates
  • Motivated youth voters (millions of young people felt compelled to take part in the campaign to make a difference)
  • Created a political brand online
  • Created a sense of connection and engagement (Obama connected with voters, and people connected with other voters – peer-to-peer communication)
  • Created a national grassroots movement (regardless of income or background, millions of volunteers supported Obama and shared his message through a self-organizing system – people could create event, groups, canvass voters, fund-raise, etc.)
  • Transformative force (first time social media convinced young people to get involved in politics)
  • Collected data (The Houdini database helped find, prioritize and track prospective voters). Volunteers would send an email to voters to remind them to go vote, along with the details about where to go.
  • Openness and inclusiveness (Obama’s team organized two “dinner with Obama” event. Volunteers would go and tell their story. These events were broadcasted and shared with the American people on Youtube)
  • Used an App called Obama App (people would receive two messages a day from Obama’s team)


As stated in an article on US News titled Obama and the Facebook election “he will be the first occupant of the White House to have won a presidential election on the Web… During the presidential campaign, the site launched its own forum to encourage online debates about issues. Facebook also teamed up with ABC for election coverage and political forums. And CNN teamed up with YouTube to hold presidential debates… Obama campaign used not only Facebook and YouTube but also MySpace, Twitter, Flickr, Digg, BlackPlanet, LinkedIn, AsianAve, MiGente, Glee, and others.”


On the opposite end of the spectrum, find an organization that you think would benefit from a social media strategy. Why do you think this organization should be interacting and using new tools and techniques? Outline the objectives you believe they should be trying to reach and how they could start to implement a first steps into the world of social media.

One of the companies that I found that doesn’t have a social media strategy is the translation company Versacom. In their Website, they state to be the largest company in the country, completely owned by a Canadian group. This company employs 600 language experts, translates in over 140 languages and dialects and has over 1,000 clients. Because the competition is fierce in the language industry, a strong social media campaign would be beneficial to increase the number of clients and prevent a future merger to a foreign company. One of the problems in the translation industry is that prices keep declining because of globalization and the use of Internet that makes hiring translators all over the world very easy.

Versacom has no link to any social media platform and doesn’t publish blogs. This firm is competing with transnationals that use a cheap workforce and cutting-edge technology. Canadian translation firms are short on capital. A few of them have been bought by foreign companies (i.e. Lionbridge acquired CLS Lexitech, in 2012). In the Internet, I didn’t find any relevant information about Versacom and social media. From all the cases, I have reviewed and learned from, I think Versacom has to start by creating accounts in Twitter, Facebook, Youtube and writing a blog. Nowadays, it is difficult to have a greater reach if we don’t use social media. This company offers language services in many specialized fields. In a bilingual country like Canada, the emphasis can be put in the fact that this company is Canadian owned. They meet the high standard required by the public administration. Being Canadian-owned gives them an advantage when offering their localization services. Their marketing strategy on social media should be based on their strong expertise and experience in the Canadian language industry market. A calendar of publication of tweets and blogs posts has to be established. The monitoring of these tools has to be done regularly. To decide the frequency, human resources have to be put in place. This will depend on the financial resources available.