Dove is attempting to connect with young women on self-image issues through a 3-day Snapchat campaign.
While most brands are fearful of the social platform because of it’s recent scandalous reputation, Dove is leveraging the app’s ability to engage with girls in one-to-one communication in a comfortable space – in which photos magically disappear after 10 seconds.
Here’s how it works: Girls snap their insecurities or self-image questions to a group of Dove “Self-Esteem” ambassadors, and as those snaps disappear, the girls receive real-time advice and positive words of encouragement. Dove has spent the past few years focusing on self-image by creating events that allow for personal discussions, but this breakthrough initiative allows the brand to cultivate that one-to-one conversation with young women in a more private and accessible manner.