While most companies have eschewed Snapchat in lieu of other social media platforms, Unilever has launched it's first Snapchat campaign for Dove aimed at teen girls. It began sending snaps to girls on Thursday for "Self-Esteem Weekend." The ones sending the snaps have been deemed "self-esteem ambassadors" and are on-call to reply to the snaps that they receive in response from the targeted girls. Unilever believes that this is a way to engage consumers in a more personal manner and help build self-esteem.
I appreciate the effort Unilever and specifically Dove to try to help with women's self-esteem. I believe that Dove's first foray into this realm--the Real Beauty campaign was very successful in doing so and show casing that women come in all different shapes and sizes. Yet, Snapchat seems like an odd platform to continue this attempt. This campaign also feels like it could be an inefficient use of human capital as they have had people that have had to spend their weekends snap chatting back and forth with girls. I'm not certain how this will encourage this demographic to purchase Dove products. I suppose that success in the case could be simply sparking conversation. I'm sure that now that Unilever has dipped into the Snapchat pool, other large CPGs will want to follow suit. This may begin a new social media marketing trend.
Source: Ad Age
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