Dove’s social media campaign, #SpeakBeautiful, will encourage women to realize the role their online words play in impacting their confidence and self-esteem.
As a part of the marketing campaign #SpeakBeautiful, to boost self esteem on Twitter, the social network and Dove posted a video that will air during the Academy Awards pre-show to promote its #SpeakBeautiful push to show the domino effect when insults about people’s images are posted on social media.
According to Dove, Twitter technology will identify negative tweets about beauty and body image posted during the show, and the Dove account will respond to those tweets in real-time suggesting that the users think more positively about what they are saying.
The brand explains;
When a negative tweet is posted, the technology will be used by Dove to send non-automated responses to real women, which include constructive and accessible advice to encourage more positive online language and habits. Advice will come directly from social media and self-esteem experts who collaborate with Dove and Twitter to empower women to speak with more confidence, optimism and kindness about beauty online.
The whole social media marketing campaign is based around Dove’s Research about self-esteem and social media. According to research commissioned by Dove, 8 out of 10 women encounter negative comments on social media that critique women’s looks.
82 percent of women surveyed feel the beauty standards set by social media are unrealistic and 4 out of every 5 negative tweets about beauty and body image are written by women critiquing themselves.