Dove #speakbeautiful|短视频|广告营销案例【ADGuider广告指南】

鸽子 # speakbeautiful

案例简介：活动描述妇女和女孩过去在翻阅杂志时会捕捉到关于美丽的线索，但在 2015年，翻页已经被鼠标点击、双击或滑动所取代。关于身体形象的想法和观点现在每秒钟都通过社交媒体分享，但它们通常是负面的。仅在推特上，女性说负面言论的可能性是正面言论的两倍。从广告牌和杂志到开创性的内容，Dove 10 多年来一直致力于激励女性和女孩与美丽发展积极的关系。可悲的是，鸽子意识到社交媒体可以每天用关于美丽和外表的破坏性话语和形象轰炸女性。作为一个拥有自尊教育的 1400万多名年轻人的品牌，鸽子认为，当谈到美容对话的下一个前沿时，激发女性的变革是我们的责任。鸽子开始推翻普遍的在线消极，并开始与推特合作，鼓励女性 # SpeakBeautiful，将丑陋的推特变成美丽的、积极的推特。在好莱坞最大的夜晚发起这场运动，当时在线消极情绪都处于最糟糕的状态，最大的平台也存在，鸽子开发了一场真正独特的运动，利用了主要的研究和见解, 倡导伙伴关系和深度影响者参与，着手帮助塑造后代在线表达自己的方式。客户简报或目标鸽子试图展示社交媒体帖子的力量及其对妇女和女孩的影响。与一家营销咨询公司和微软研究公司的首席研究员达纳 · 博伊德进行的研究表明，虽然关于身体形象的观点在社交媒体上非常频繁地分享,女性没有意识到这些信息会导致网上关于美容的负面行为。尽管我们知道 2014年有超过 5,000,000 条负面的身体形象推特，但鸽子研究发现，9% 的女性承认在社交网站上发布负面信息, 十分之八的人会遇到批评女性外表的负面评论。有效性 -红毯秀期间的美国热门话题-来自 Mashable 、 wsj.Com 、 HuffPo 、 SELF 、今日美国、 Adweek 等商店的 10亿多个美国印象。-与伊基 · 杜鹃花退出推特的故事、帕特里夏 · 阿奎特的演讲一起出现，# AskHerMore。 -86% 的覆盖范围是积极的，45% 的覆盖范围有很强的关键信息传递 (评级为 5 分中的 4 分或 5 分) -超过 788 毫米社会观感-日相比，小 2014,推特报道了 2015年与身体/美丽相关的社交对话的积极变化，其中 # SpeakBeautiful 可能发挥了作用: 关于 “自我” 美丽的负面推文减少了 30%，关于 “自我” 美丽的真实人物产生真正影响的正面推文增加了 69%:-印第安纳州的拉波特高中学生和 NDSU 的大学生分别在 YouTube 上对这场运动做出了自己的解释。-社交参与度持续超过 111K 的推特被超过 93k 的独特用户提及。执行智能节奏: 周四，Mashable 获得了一个成功的发布故事，并在周日激发了参与的意识和热情。周日，在红地毯/仪式上，利用实时事件进行了第二次外联活动。第三轮外联活动旨在展示 # speakbeauty 对女性和对话的影响。利用时代精神: 随着名人和活动家在红地毯上采取女性权力的方法，# speakbeauty 加入了一个强大的运动，将女性提升到超越她们的外表，让鸽子吸引了一个投资的观众。影响者参与: 主要公众人物投资于在线积极性，产生了大众意识，并激发了社交行为的积极变化。聪明的女孩集体和社会妈妈们参与了他们的社区，像阿里安娜 · 赫芬顿、艾米 · 波勒的聪明女孩、贝利 · 麦迪逊、加布里 · 西迪贝、费利西蒂 · 赫夫曼和凯利 · 罗兰这样的顶级公众人物召集了他们的追随者, 该品牌在推特上实时与女性联系。相关性 2015 年，妇女和女孩比以往任何时候都更多地参与媒体，然而杂志已经被屏幕所取代; 鸽子意识到仅仅在一个社交媒体帖子中存在的有害潜力。仅在推特上，女性说负面言论的可能性是正面言论的两倍。现在是注意社交媒体每天如何影响数百万妇女和女孩的自尊的时候了。与推特合作，使用新技术将女性与社会和自尊专家联系起来，鸽子开始将丑陋的推特变成美丽、积极的推特。战略鸽子设计了一个策略来推动对话、参与和对好莱坞最大夜晚及以后的影响。与强大的平台合作: 通过与强大的社交媒体平台保持一致，Dove 的 objectiVe 被合法化了，我们更有效地接触到妇女、活动家和影响者并与他们交谈。参与一个标志性的美容时刻: 鸽子利用好莱坞最大的夜晚，在红地毯上加入关于奖项、美容话题的对话，并指导讨论的问题。此外，Dove 确保 # SpeakBeautiful 会被相关的、参与的观众观看。创造引人注目的内容: 鸽子一直受到电影给生活带来共同真理的力量的启发。鸽子在美国广播公司官方红地毯上播出的电视广告中使用了真实女性和女孩的推特。该品牌能够证明在线消极过于普遍，同时说明了积极会给社交媒体带来连锁反应。

鸽子 # speakbeautiful

案例简介：Campaign Description Women and girls used to take cues about beauty as they flipped through the pages of magazines, but in 2015, page turning has been replaced with a mouse click, a double tap, or a swipe. Ideas and opinions about body image are now being shared every second through social media, but they are often negative. On Twitter alone, women are twice as likely to say something negative about themselves, than positive.From billboards and magazines to pioneering content, Dove has been committed to inspiring women and girls to develop a positive relationship with beauty for more than 10 years. Sadly, Dove realized that social media can bombard women with destructive words and image about beauty and appearance every day. As a brand that has reached more than 14 million young lives with self-esteem education, Dove believes it is our responsibility to inspire change for women when it comes to the next frontier of beauty conversations. Dove set out to overturn the pervasive online negativity and embarked on a partnership with Twitter to encourage women to #SpeakBeautiful and turn ugly tweets into beautiful, positive ones. Launching the campaign on Hollywood’s biggest night when both online negativity is at its worst and the biggest platform exists, Dove developed a truly unique campaign that leveraged primary research and insights, advocacy partnerships and deep influencer engagement, setting out to help shape the way future generations express themselves online. Client Brief Or Objective Dove sought to demonstrate the power of a social media post and its impact on women and girls.Research conducted with a marketing consulting firm and Danah Boyd, Principal Researcher at Microsoft Research, showed that while opinions about body image are shared with extreme frequency on social, women don’t realize that these messages lead to negative behavior about beauty online. Though we know that there were over 5,000,000 negative body image tweets in 2014, Dove research found that 9% of women admit to posting negatively on social, and 8 out of 10 encounter negative comments on social that critique women’s looks. Effectiveness -US trending topic during the red carpet show -1 billion + US impressions from outlets like Mashable, WSJ.com, HuffPo, SELF, USA Today, Adweek. -Featured alongside stories about Iggy Azalea quitting Twitter, Patricia Arquette’s speech, #AskHerMore.-86% of coverage was positive, and 45% of coverage had strong key message pull-through (rating at either a 4 or 5 out of 5)-More than 788MM social impressions-Compared to Oscars Sunday 2014, Twitter reported positive change in social conversations related to body/beauty in 2015 in which #SpeakBeautiful might have played a role: 30% decrease in negative tweets about “self” beauty and 69% more total positive tweets about “self” beauty Real People Making Real Impact: -LaPorte High School students in Indiana & college students at NDSU separately created their own interpretations of the campaign on YouTube. -Social engagement continues with more than 111K Twitter mentions by more than 93K unique users. Execution Smart Pacing: An earned launch story with Mashable was secured Thursday prior sparking awareness and enthusiasm to participate on Sunday. A second burst of outreach was executed on Sunday harnessing real-time happenings during the red carpet/ceremony. A third round of outreach aimed to demonstrate the impact that #SpeakBeautiful had on women and the conversation. Leverage the Zeitgeist: With celebrities and activists taking a fempowerment approach on the red carpet, #SpeakBeautiful joined a powerful movement to elevate women beyond their appearances, allowing Dove to engage an invested audience.Influencer Engagement: Key public figures, invested in online positivity, generated mass awareness and inspired a positive change in behavior on social. Clever Girls Collective and SocialMoms engaged their communities, top public figures like Arianna Huffington, Amy Poehler’s Smart Girls, Bailee Madison, Gabourey Sidibe, Felicity Huffmann, and Kelly Rowland rallied their followers, and the brand connected with women in real time on Twitter. Relevancy In 2015, women and girls engage with media more than ever, yet magazines have been replaced by screens; Dove realized the harmful potential that exists in just a single social media post. On Twitter alone, women are twice as likely to say something negative about themselves, than positive. It was time to bring attention to how social media was affecting the self-esteem of millions of women and girls every day. In partnership with Twitter and using new technology that would connect women to social & self-esteem experts, Dove set out to turn ugly tweets into beautiful, positive ones. Strategy Dove architected a strategy to drive conversation, engagement, and impact on Hollywood’s biggest night and beyond. Partnering with a Powerful Platform: By aligning with a powerful social media platform, Dove’s objective was legitimized and we more effectively reached and spoke to women, activists and influencers.Engaging an Iconic Beauty Moment: Dove capitalized on Hollywood’s biggest night, joining conversations about the awards, beauty topics during the red carpet, and steering the issues discussed. Furthermore, Dove ensured that #SpeakBeautiful would be viewed by a relevant, engaged audience. Create Compelling Content: Dove has always been inspired by the power of film to bring to life a common truth. Dove used tweets from real women and girls in an ad that aired on TV during the official ABC red carpet. The brand was able to demonstrate that online negativity is too pervasive while illustrating the ripple effect positivity can bring to social media.