While other companies are working to make sure that their own tweets are not offending anyone, Dove is taking the next step. Rather than focusing on their company’s image, Dove is trying to redefine the way their customers see themselves. Partnered with Twitter, the companies have begun to promote their #SpeakBeautiful campaign. The campaign is meant to fully launch for the Oscars, a night that ought to bring innumerable tweets from women about appearances, whether they be their own or those of the celebrities walking the red carpet. Dove will take to twitter to sending supportive messages in reply to the downer tweets that may be put out throughout the night.
“Twitter is a powerful platform for building momentum around social issues, and we think it’s a good way to leverage the unique parts of the site to support things that matter,” the spokesperson said. “We want to help shift the conversation toward positivity.”
This is an awesome idea. The company is not only promoting a positive image of their customers/ audience, but they are also creating a positive image for their brand. Dove is rapidly becoming known as a brand that encourages customers to use their products as a way of enhancing the way they feel. Twitter, on the other hand, has become a place for users to impose their ideas onto others, whether they want to hear them or not. This allows Dove to target the negative tweets that people are putting out about themselves, and impose positive messages onto those becoming victims of their own opinion. Additionally, this makes Twitter look especially good considering its past with controversy over its harassment reporting policies.