Unilever‘s Dove brand used Tuesday’s Victoria’s Secret Fashion Show as an opportunity to raise women’s self-esteem, one tweet at a time.
Dove used the hashtag #DovePositiveChange to respond to self-deprecating tweets of women on Twitter with messages such as “Hi, we think you’re beautiful! It’s our unique beauty that makes each person perfect!”
The program first launched late in 2012 during the broadcast of the Miss Universe Pageant to combat the trend among some female Twitter users to be self-critical about their appearance during televised events like awards and fashion shows. The effort was repeated during the Golden Globes and on days that tend to trigger negative moods such as Valentine’s Day and Blue Monday, said Sharon MacLeod, vice-president of marketing at Unilever.
Dove sent 70 tweets throughout the duration of the Victoria’s Secret show Tuesday night. Approximately 50% of those messaged either responded or re-tweeted their #DovePositiveChange tweet, said MacLeod.
In addition to responding to tweets, paid media amplification via Twitter took place to help create additional engagement.
Agencies working on “Dove Campaign for Real Beauty” include Harbinger for PR and social, Mindshare for media and Ogilvy for creative.
