Women around the world are unhappy with their self-image. Dove and Twitter are teaming up to help.
Continuing their tradition of feel-good advertisements with a mission to make women feel beautiful again, Dove has gone digital with their #SpeakBeautiful campaign. The campaign, in partnership with Twitter, aims to start a wave of positivity to combat the negative self-perceptions women have about themselves by sending individualized tweets consisting of “constructive and accessible advice to encourage more positive online language and habits” in response to negative tweets.
To say that the #SpeakBeautiful campaign is ambitious is a severe understatement. Since responses are non-automated, Dove and Twitter will be sending in an army of professional tweeters working double shifts to send what might turn out to be hundreds of thousands of messages around the world. Picture Santa’s workshop during the night before Christmas.
If the soap brand can successfully pull off the marketing stunt, the #SpeakBeautiful campaign has the potential to earn its place in the pages of marketing textbooks. If Dove fails to send out enough messages, or the tweets come off as dry or unauthentic, the brand will be at the mercy of the internet.
I’m really excited to find out how Dove will do tonight – it’s always great to see a brand take such a risk in their advertising! I will be up at 2 am tomorrow waiting to see whether Dove makes advertising history or gets eaten alive by Twitter. Whatever happens, I guarantee it will be a fascinating social media phenomenon.
Featured image screengrab of “Dove+Twitter: Speak Beautiful” on YouTube