Solution

Understanding that much of our personal image is formed through social media, Dove teamed up with Twitter to promote positive tweeting and truly inspire behavioral change. Using Lithium, a proprietary Twitter-developed tool, we uncovered real women’s comments about beauty and body image and provided one-on-one encouragement to help them #speakbeautiful

Results

The results were truly beautiful! Throughout the course of the year, women were inspired by our message, using #speakbeautiful more than 168,000 times and driving 800 million social media impressions.

In addition, we were able to connect with women and engage 1:1 with over 3,000 negative tweets. Of those who responded to this personal encouragement, we shifted sentiment on 85% of conversations.