Dove Encourage Women To #ChooseBeautiful

Dove Encourage Women To #ChooseBeautiful

Beauty brand Dove are no strangers to viral marketing campaigns, and lately they’ve got the internet talking about their efforts to get women to #ChooseBeautiful. Their ad for the #ChooseBeautiful campaign was filmed in multiple locations across the world, with the signs stating ‘Beautiful’ or ‘Average’ placed above the doors of a shopping mall. The reactions of women approaching the doors were filmed, with surprising results. “Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” the company said in a statement. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”

According to SocialBro data, the #ChooseBeautiful campaign generated over 36,000 Tweets in the space of 37 hours shortly after the launch of the campaign. In addition, the ad – which examines women’s attitudes toward themselves all around the world – also enjoyed global attention on Twitter with people from the USA, UK, India, Canada, and even South Africa taking to Twitter to share their thoughts. The response to the #ChooseBeautiful campaign was largely positive, with almost 30% of all the Tweets sent encouraging the women to choose the beautiful door. #ChooseBeautiful also feeds into Dove’s wider marketing strategy, as a follow-up effort to their #SpeakBeautiful campaign, which aimed to boost self-esteem on Twitter and reverse the damage of negative Tweets back in February this year. Watch the full #ChooseBeautiful ad here.