This Dove social media campaign is unique because instead of aiming to drive followers to the company’s Twitter account, it is intended to expose young girls to alternate role models.
The video for this campaign plainly exhibits the massive discrepancy between the attention pop stars, super models and reality starts get versus female scientists. This isn’t meant as a campaign to boost the popularity of female scientists per se, but is more using female scientists as an example. This Dove social media campaign wants young girls to understand there is more to aspire to than a reality star or runway model.
The top female reality star has more than 4 million twitter followers, the top female supermodel has more than 13 million.
Stats for Redefined Role Model Campaigns
Trending: Older & Mild
Research: 1,357 clicks in 175 w
Interest: > 3 minutes
Concept: Dove Social Media
Related: 74 examples / 57 photos
Segment: Females, 4-35
Comparison Set: 27 similar articles, including: witty app marketing infographics, full-body infographic tattoos, and chromatic children-supporting prints.
Redefined Role Model Campaigns
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