How Dove Strategically created their Beauty Movement #MyBeautyMySay

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Dove’s mission has always been about women and how they feel about their beauty needs. On its website, Dove believes beauty should be a source of confidence, and not anxiety. Their vision is to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential. To reach this goal, Dove created the Dove Self-Esteem Project in 2004 to help the next generation of women feel happy and confident about the way they look. In 2015 they successfully reached 17 million young people (primarily girls) with their self-esteem education project.

In order to create the #MyBeautyMySay campaign for women, Dove also completed a global research study to figure out what and how women think about their beauty and body. Their research showed that only 4% of women around the world consider themselves beautiful, and 72% of girls feel tremendous pressure to be beautiful. 4%!!! This became a huge problem for Dove. Through their research and Dove Self-Esteem Project, they knew they had the potential to create such a strong campaign that would speak volume for women around the world dealing with the stress from society on what beauty really is.

To solve this problem, Dove introduced their newest campaign My Beauty My Say in 2016. “Somewhere along the way, it has become the norm to judge women based on their appearance. Dove created #MyBeautyMySay because we believe a woman’s beauty should not be used to belittle her achievements — instead, her beauty should be celebrated on her terms,” Jennifer Bremner, Dove’s marketing director, said in a statement. “We want women to challenge this behavior that has unfortunately become commonplace in our society. We are giving all women a platform to speak out and join us to change the conversation.”

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In order to reach women around the world to spread this message, Dove created videos spread all over TV and social media channels like YouTube, Facebook and Instagram. Dove incorporated a special hashtag to enhance the message, #MyBeautyMySay so that it can be spread throughout social media outlets, join in on conversations through their website and unify women spreading the message.

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Before even researching this campaign, I had seen the videos on Facebook and immediately felt a connection with the message Dove was creating. I too am a woman who has felt the pressure from classmates, family and colleagues about my physical appearance. For years I had struggled with feeling confident about my body, and have always felt the negative backlash from men commenting on my beauty in a more sexual manner, which is EXTREMELY inappropriate. When I started researching more about this campaign, I really felt a connection with the information found on their website. Not only does Dove do a tremendous job at fighting this beauty issue, they also feature stories from other women and how they have overcome their stress and pressure and turn it into inspiration for women around the world. Reading these stories made me feel inspired to overcome my self-confidence and brand myself as a beautiful woman, no matter what anyone says. All these reasons show just how successful Dove strategically planned this campaign into a great success.

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What’s Up with WhatsApp?!

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Roaming charges from international phone calls are a thing of the past. WhatsApp is now the No. 1 choice for sending and receiving text messages, phone calls and video messages. According to Brantley (2014), at a time when most US carriers where charging minimal amounts for SMS, but overseas, the fees could reach as high as 65 cents per message. But now with the invention of WhatsApp, this chat app allows you to contact your friends and family for free (data charges may apply).

Started in 2009, creators Brian Acton and Jan Koum came up with the idea to create this social app right when the development of new apps were about to explode through Apple Store. They decided to call it WhatsApp since it sounded like What’s Up, the most common message sent through text message. When the app officially launched, Koum and Acton had no idea WhatsApp would grow an incredibly amount of users. By Early 2011, WhatsApp was in the top 20 apps in Apple’s US App Store. In December of 2013, WhatsApp had reached up to 400 million active users, and they kept growing from there. With their increased popularity, Facebook purchased WhatsApp in February 2014 for $19.3 billion. According to Wikipedia, as of February 2016, WhatsApp has reached over 1 billion active users, making it the most popular messaging app.

whatsappstatistics-1Numerous amounts of case studies have been done on WhatsApp explaining the tremendous marketing opportunities for businesses to reach their consumers, or in other words, B2C marketing tactics. The best reasons WhatsApp is successful for organizations is due to it being cost free, algorithm free, having an easy to use platform and end-to-end encryption, meaning all conversations are private and secure. It’s no wonder why organizations are choosing to place their ads and connect with consumers through WhatsApp. Many organizations have created channels to connect with people and inform them in chat room style forums. For instance, BBC reached over 25,000 subscribers through their WhatsApp channel to receive Ebola crisis health alerts.

I personally love using WhatsApp and can honestly say it is the only way I am able to chat with my brother. My brother moved to Switzerland back in 2014, and realized in the first month of him being gone how expensive it was to text or call him when I received my phone bill. Once we heard about WhatsApp, we both downloaded it and started to easily talk to one another. To this day, we have never spent a penny contacting each other through WhatsApp, and always have clear and great audio/visual feed. I know I added to WhatsApp success once I informed everyone I knew about the app and how easy it would be for them to speak to their friends or loved ones overseas.

SOURCES:

  1. Brantley, Wade (2014, August 23). The Power of Simplicity: A WhatsApp Case Study. Retrieved from http://www.business2community.com/startups/power-simplicity-whatsapp-case-study-0983034#TW649rcaPcyRqP07.97
  1. WhatsApp (n.d.). In Wikipedia. Retrieved from September 30, 2016, from https://en.wikipedia.org/wiki/WhatsApp
  1. Smith, Craig (2016, August 29). WhatsApp Statistics. Retrieved from http://expandedramblings.com/index.php/whatsapp-statistics/