Cannes Lions

DOVE TWEET-ESTEEM

OGILVY & MATHER, Toronto / UNILEVER / 2014

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Case Film
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Case Film
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Overview

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Credits

Overview

Execution

With a ‘small army’ of specially-trained volunteers, and their laptops, iPhones, and tablets, we @reply to individual users posting self-criticizing tweets – and turn negative sentiment to positive, one hashtag at a time.

Two approaches: We piggyback onto key event such as Miss Universe/Golden Globes/Blue Monday etc. and monitor self-deprecating comments.

We also seek out popular, yet negative hashtags( #imugly, #wishiwaspretty) and @reply to individual users with a positive message.

Outcome

The program has been successful at generating a significant buzz, ultimately bringing light to the issue of negativity in Social Media. Due to the simplicity of the initiative, and relatively low investment, ROI has been gained through reinforcing Dove’s commitment to Real Beauty and Real Women. Influencers have begun using the hastag to respond to negative tweets within their own social networks taking the brand’s social strategy and making it their own! The campaign generated over 21 million impressions and over 19 thousand engagements.

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2021, UNILEVER

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