As part of its ongoing Campaign for Real Beauty, Dove launched an initiative specifically to appeal to teens on Pinterest.
The Dove Self-Esteem Project has been running since the early 2000s, but in partnership with Pinterest, Dove is giving teens a fresh way to access uplifting content and curriculums created by the Dove Global Advisory Board. The curated boards include tips on topics like confidence, dealing with peer pressure, relationships and individuality.
Considering that Pinterest also has a huge female user base of women, the Dove boards also appeal to parents with themes like teens and online life, development, mentoring and developing strong communication skills. There's even one board designated specifically 'For Parents & Daughters.'
Esteem-Boosting Pinboards
Dove's Self-Esteem Project Appeals to Teens on Pinterest
Trend Themes
1. Youth Empowerment Through Social Media - Dove's Self-Esteem Project on Pinterest provides a new way for teens to access uplifting content and curriculums, empowering them through social media.
2. Curated Content for Teen Confidence - Dove's curated boards on Pinterest offer tips and advice on topics like confidence, dealing with peer pressure, relationships, and individuality, catering to the needs of teenagers.
3. Engaging Parents in Teen Empowerment - Dove's Pinterest boards not only appeal to teens but also engage parents by providing themes about teens and online life, development, mentoring, and communication skills.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry can tap into the trend of using social media platforms like Pinterest to offer curated content that empowers youth and promotes self-esteem.
2. E-commerce and Retail - By partnering with brands like Dove, e-commerce and retail companies can collaborate to create curated recommendations, tips, and guides on platforms like Pinterest, enhancing the customer experience and brand loyalty.
3. Education and Edtech - The education and EdTech industries can explore innovative ways to deliver self-esteem curriculums to teens through social media platforms like Pinterest, providing accessible and engaging content for personal development.