Huffington and Amy Poehler have also weighed in on

CLevelExecutive

Dove: A Spotless Approach to Digital Marketing Dovereacted swiftly and posted a statement to explain what their intention had beenwith this ad, and to apologize. Their reaction was swift, but it didn’telaborate sufficiently on the issues that were raised. Dove: A SpotlessApproach to Digital Marketing Where Dove Succeeds They know their audience.Inside out. Dove has spent time and money on ensuring they’re connecting withthis audience, in the right way and at the right time. For example, in they commissionedthe ‘Dove Global Girls Beauty and Confidence Report’ in order to betterunderstand the challenges facing their younger female audience. It’s thelargest academic report from .


Dove to examine the impact of body esteem,pressures, and confidence on girls globally. Channel Integration C Level Executive List Their digitalmarketing campaigns are fully integrated with other channels such as paidadvertising, print, TVC, social media, digital, outdoor advertising, real-lifeapplications, and strong website content. All of this ensures they maintain aconsistent and strong brand message as well as deepening brand associationswith their chosen realbeauty, selfesteem, and showus movements. InvolvingOthers They encourage others to get involved, thus creating meaningful User GeneratedContent UGC for their social media channels. Inspired by the SpeakBeautifulhashtag, women have created Twitter accounts to spread positivity, highlighttheir triumphs, and even write SpeakBeautiful essays and poetry. Celebritiesincluding Arianna .





theconversation sharing their own messages on beauty positivity. They actuallymake a difference online According to Twitter, the SpeakBeautiful hashtag ledto a huge change in the way women talk online, with negative tweets aboutbeauty and body image sent by women dropping from over million in to million in–adecrease year over year. Giving brand advocates freedom on social media Doverecognizes that content creators are best placed to create content! Themajority of its promotional product images on Instagram are repurposed orreposted influencer snaps. Instead of the often bland shot of a polishedInfluencer holding a product up to the camera, Dove choses to work with a rangeof influencers with varying skin types, body shapes, and cultural backgrounds,allowing them to choose how they want to profile Dove products. In other words,Dove is relying on the power of peer-to-peer recommendation instead of pushingunattainable beauty ideals to the ever-impressionable social media masses. Forexample, they regularly run targeted social media takeovers that feature theirbrand partners, such as having body-positive influencer Gabi Fresh take overtheir Instagram Stories with a Q&A and her own engaging video content.