— Dove (@Dove) February 24, 2015
By: Mackenzie Holden
In 2015, Dove teamed up with Twitter to create the #SpeakBeautiful campaign to encourage women to speak more kindly to each other on Twitter and other social media. I participated in the campaign myself, as I saw it was a good opportunity to join the conversation on Twitter and tell my best friend how great she is at the same time. Unlike other attempts at generating kindness via Twitter, Dove thought it best to reach out personally to as many contributors as possible to personally thank them for participating and spreading the love. Just so happens I was one of them. Dove replied to my tweet with a personal video (shown above) from one of their Self-Esteem Educators, Dre Brown.
Coca-Cola tried a similar campaign called #MakeItHappy where an automated generator would convert “mean tweets” into happy pictures. However, Gawker hijacked the operation and turned all of the tweets into lyrics from Hitler’s Mein Kampf. By personally replying to original tweets, Dove avoided malicious activity such as this.
The whole purpose of #SpeakBeautiful was to change the way women talk about beauty on social media, Twitter specifically. Dove shared some startling statistics when they started the campaign, like 4 out of every 5 negative tweets about beauty and body image were women that were tweeting not about others, but about themselves. The main message is that one positive message can knock down several negative messages by spreading love. In just one day, over 30k tweets were sent out using the hashtag.
I felt personally compelled to join the movement because I saw how big of an impact it was having in such a short amount of time. What I found most interesting about the campaign was that they released it during the 2015 Oscar awards. They sent out a tweet that said the word “ugly” was tweeted 34,838 times during the red carpet. What a compelling way to get people involved, especially when only 9% of women surveyed admitted that they participated in posting negative comments on Twitter. Point is, no one wants to talk about it, and that’s what Dove wanted to bring to light.
I think the concept of the #SpeakBeautiful campaign is absolutely brilliant, and the way they planned and executed it was absolutely flawless. I think seeing a social fail like coca-cola is the best way you to learn about what works and what doesn’t. By partnering with Twitter itself, which is the 3rd favorite brand among that audience, it helped promote the campaign even more and give it some strong backing. Replying to tweets with videos from their campaign managers was such a good way to show that they valued the conversation and what their followers were saying. Also, the timing of the campaign was impeccable. Using such a big stage as the Oscars as an example of the negative way we talk about beauty on social media was a great way to kick off the campaign and bring it to the forefront of a big topic of conversation. The only thing I wish they would have done would be to further push the campaign and find new ways of keeping the conversation going. I love that they stepped outside their usual way of teaching women how to love themselves and focused on loving each other just as much.
Bahadur, Nina. (2015, February 5). Dove and Twitter Launch #SpeakBeautiful to Change the Way We Talk About Beauty Online. Retrieved from http://www.huffingtonpost.com/2015/02/19/speakbeautiful-dove-social-media_n_6713960.html
Florindi, Marissa. (2015, February 19). The Power is in Our Hands to #SPEAKBEAUTIFUL and Change the Conversation in Social Media. Retrieved from http://www.multivu.com/players/English/7447351-dove-twitter-speak-beautiful/
Hungerman, Audrey. (2015, February 23). Dove’s #SpeakBeautiful Twitter Campaign. Retrieved from http://blog.statsocial.com/doves-speakbeautiful-twitter-campaign/
Nudd, Tim. (2015, February 19,2015). Dove and Twitter Team Up to Address Hateful Tweets About Beauty On Oscar Night: Will Women #SpeakBeautiful? Retrieved from http://www.adweek.com/news/advertising-branding/dove-and-twitter-team-address-hateful-tweets-about-beauty-oscar-night-163040
Moye, Jay. (2015, January 26). #MaktItHappy: Coca-Cola’s Big Game Ad to Champion Online Positivity. Retrieved from http://www.coca-colacompany.com/stories/makeithappy-coca-colas-big-game-ad-to-champion-online-positivity/
Wolf, Nicky. (2015, February 5). Coca-Cola Pulls Twitter Campaign After it was Tricked Into Quoting Mein Kampf. Retrieved from http://www.theguardian.com/business/2015/feb/05/coca-cola-makeithappy-gakwer-mein-coke-hitler