To coincide with its annual self esteem weekend, Dove has launched a new Snapchat initiative as the Unilever beauty brand looks to expand on upcoming digital platforms.
During the self esteem weekend, Dove encouraged fans to send themed Snap pictures to the site and also interact with replies.
With the snaps, Dove and “ambassadors” of the program will respond with “real-time advice and feedback” that will help out interested parties.
Dove recently hosted the first series of two-hour sessions on the subject across Snapchat, where women could speak with a child psychologist and educator to answer questions revolving around self-esteem.
The results were pretty high, with 75 conversations in all, and 130,000 views on the Snap pictures that were posted by the company.
Other companies are trying out Snapchat as well, including Coty’s cK One, which recently generated a million views with its campaign, and generated over 6,700 followers on the site.
Social-media agency VaynerMedia and Edelman are working with Dove on the push.
The broader Self-Esteem Weekend begins with an event at the United Nations and follows the a new “Legacy” video campaign and film focused on how mothers and other role models’ self-image affects girls.
Unilever also has worked with Walmart, Kroger, Ahold, Meijer, Safeway and Wakefern to host local self-esteem workshops in their headquarters’ communities.
