Dove Fights Social Media Likes for the Self-Esteem of Girls
Caroline Desmartin — October 21, 2015 — Marketing
References: telegraph
Everybody knows that the road to posting a selfie on social media is long and filled with obstacles to social validation. You need to share your best angle with the perfect filter showing your amazing life, which may be staged, often with hours of preparation. The game is about constant comparison and the ultimate prize being a "like." In fact, these platforms are turning into the modern race for body and social validation.
However, this like-chasing has the potential to deeply hurt the confidence of girls, especially among teenagers. The more they get, the more they feel attractive. Results of the destructive craving state that 6/10 girls in the UK feel prettier online than in real life. It is leading to a generation of women with low self-confidence and image-related problems.
Dove, fighting for the self-esteem of women, created a digital campaign that shifts the conventional social media measurement best practices. The brand pushes people to not like the pictures, one of the key metrics for engagement. The brand takes a stand with the hashtag #NoLikesNeeded, urging teens to be aware of the damage that a click could cause. This campaign is a challenging operation to remind young girls that the only "like" they need to pay attention to is their own.
However, this like-chasing has the potential to deeply hurt the confidence of girls, especially among teenagers. The more they get, the more they feel attractive. Results of the destructive craving state that 6/10 girls in the UK feel prettier online than in real life. It is leading to a generation of women with low self-confidence and image-related problems.
Dove, fighting for the self-esteem of women, created a digital campaign that shifts the conventional social media measurement best practices. The brand pushes people to not like the pictures, one of the key metrics for engagement. The brand takes a stand with the hashtag #NoLikesNeeded, urging teens to be aware of the damage that a click could cause. This campaign is a challenging operation to remind young girls that the only "like" they need to pay attention to is their own.
Trend Themes
1. Digital Self-esteem Campaigns - Brands are creating digital campaigns to address the negative effects of social media on self-esteem, providing a disruptive innovation opportunity for marketing and advertising companies to capitalize on this shift in values.
2. Mental Health Advocacy - As studies reveal the impact of social media on mental health, there is a need for mental health advocacy to disrupt the beauty and cosmetics industry and provide innovative solutions that prioritize self-care and overall wellness.
3. Social Media Engagement Reform - As brands shift away from social media's traditional engagement metrics, there is an opportunity for disruptive innovation in creating new metrics that prioritize mental health and well-being over clicks and likes.
Industry Implications
1. Marketing and Advertising - The shift towards digital self-esteem campaigns provides a disruptive innovation opportunity for marketing and advertising companies to capitalize on this change in values and provide innovative solutions for brands.
2. Beauty and Cosmetics - The need for mental health advocacy in the industry is becoming increasingly important providing an opportunity for disruptive innovation to focus on wellness and self-care solutions, providing industry-wide change and new standards for success.
3. Social Media - The push towards real social media engagement reform creates opportunities for disruptive innovation in the industry to create new metrics that prioritize mental health and well-being over clicks and likes, creating industry-wide change and new industry standards.
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