What We Can Learn from Dove’s #ShowUs Campaign on Social Media
Since launching the Campaign for Real Beauty in 2004, Dove has been internationally acknowledged as a brand for redefining beauty by spearheading body positive campaigns towards its consumer market. Check out Dove’s 2019 #ShowUs project on social media and gain inspiration for your social media campaign.
What Dove Did?
To shatter beauty stereotype, Dove teamed up with Girlgaze and Getty Images and initiated “Project #ShowUs”. Featured a collection of over 5,000 stock images of real women from all walks of life with no digital distortion, all shot by female and non-binary photographers in over 39 countries, the campaign offers a more inclusive vision of beauty to all media and advertisers.
How Dove used social media?
Dove expanded the project to social media by:
- Partnered with female social media influencers
Influencers including Thickleeyonce and Elle Rose promoted the project by sharing photos of themselves and encouraged their followers to post and showcase the diversity of women all over the world.
- #ShowUs Hashtag Sharing
Women can share their images through the #ShowUs hashtag to become part of the collection. As a result, #ShowUs was all over Instagram (7,020,000 posts), Twitter, Facebook and YouTube.
Takeaway insights
Dove’s project #ShowUs spread its brand message by encouraging its followers to be proud of who they are, which proved to be an effective strategy used to increase sales and generate traffic around consumer markets.
- Understanding the real needs of target audiences
- Engaging with audiences by linking them to your brand value
- Strategic delivery of content through social media
