Negative press about the use

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This technique to supposedly build self-esteem. Dove: A Spotless Approach to Digital Marketing Dove faced even bigger, race-related backlash in , with a short three-second Facebook video that seemingly featured a black women removing her t-shirt to reveal first a white woman and then a Southeast-Asian woman. Dove: A Spotless Approach to Digital Marketing Dove reacted swiftly and posted a statement to explain what their intention had been with this ad, and to apologize. Their reaction was swift, but it didn’t elaborate sufficiently on the issues that were raised. Dove: A Spotless Approach to Digital Marketing Where Dove Succeeds They know their audience. Inside out. Dove has spent time and money on ensuring they’re connecting with this


audience, in the right way and at the right time. For example, in  they commissioned the ‘Dove Global Girls Beauty and Confidence Report’ in order to better understand the challenges facing their younger female audience. It’s the largest academic Exit Mobile Number List report from Dove to examine the impact of body esteem, pressures, and confidence on girls globally. Channel Integration Their digital marketing campaigns are fully integrated with other channels such as paid advertising, print, TVC, social media, digital, outdoor advertising, real-life applications, and strong website content. All of this ensures they maintain a consistent and strong brand message as well as deepening brand associations with their chosen #realbeauty, #selfesteem, and #showus movements.





Involving Others They encourage others to get involved, thus creating meaningful User Generated Content UGC for their social media channels. Inspired by the #SpeakBeautiful hashtag, women have created Twitter accounts to spread positivity, highlight their triumphs, and even write #SpeakBeautiful essays and poetry. Celebrities including Arianna Huffington and Amy Poehler have also weighed in on the conversation sharing their own messages on beauty positivity. They actually make a difference online According to Twitter, the #SpeakBeautiful hashtag led to a huge change in the way women talk online, with negative