Why Dove Is Trying Snapchat for Self-Esteem Effort, Bucking Industry Fear
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Most big consumer brands have kept Snapchat at arm’s length or more, fearing the messaging app’s reputation as a conduit for teen sexting and unsavory direct-response advertisers.
Now one of the first big packaged-goods brands to launch an initiative with the social network is the one known for trying to boost girls’ self image: Dove. The Unilever brand has begun an effort on Snapchat as part of its annual “Self-Esteem Weekend,” which it observes this year starting Thursday, sending “Snaps” on the subject and soliciting replies.
“Having a public conversation about your self-esteem can be intimidating,” Unilever Marketing Director Jennifer Bremmer said in an e-mail. “Our goal was to leverage the ephemeral nature of Snapchat to establish genuine personal connections in a space that feels safe to girls and women. Dove has invited them to share their insecurities via Snaps, and as these Snaps disappear, they can make room for positive thoughts.”
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