It’s digital first, embracing diversity and already going viral. WGSN Senior Editor Carlene Thomas-Bailey reports on Dove’s #Loveyourcurls emoji campaign
In the field of beauty, it’s increasingly challenging for established brands to reinvent the wheel, keep their valued customers and attract a new generation of consumers. One brand that always manages this tricky skill is Dove, continually making the most talked about and sharable beauty campaigns that always go viral.
Dove’s new #Loveyourcurls emoji campaign is the latest example of this, a trending topic on Twitter. Here’s 5 reasons why it’s already a hit:
It’s a digital first campaign.
The new #loveyourcurls emojis work because it is a digital campaign and so it appeals to their core digital native audience= millennials and their little sister audience =Generation Z by creating a campaign that consumers who live on their phone will just ‘get’. The Youtube video and hashtag #loveyourcurls perfectly compliments the emoji campaign on social media.
It offers a firm call to action
Put simply, consumers need to download the emojis. So Dove has managed to create a brilliant social buzz, which doesn’t just stop there on Twitter, the campaign also has a call to action, getting consumers to download the emojis and have them on their phone.
It appeals to a key but largely untapped audience- women with curly hair
Fact: one-third of women in the United States have curly/wavy hair and more importantly they have spend. While in the UK, curl specific products like Skimdo and curly hair salons have popped up, such as west London’s Unruly Curls to meet the needs of curly-haired girls, who are fed up of the sitting in the hairdressers only to be greeted with a stylist who doesn’t know how to handle their curls. Dove gets that this is a large new market for the brand to tap into and is using direct action to find the audience where they are- by celebrating their curls and their beauty.
Making a statement about diversity (diversity is a buzzword)
Diversity is a key marketing buzzword. As a brand you can’t be seen to be a appealing to a singular group of people, the more diverse you are, the more inviting you are to different races and genders, the better. Bottom line =being inclusive is cool.
The emojis are in line with their brand values – being body positive.
If you have cried at a Dove video in the past then you’ll know the power of the brand is that it supports and celebrates the ‘come as you are’ philosophy with its consumers. It launched on to the scene with the groundbreaking Dove Campaign for Real Beauty in 2004, with a series of posters and video campaign celebrating real women and real beauty. This latest curly hair campaign is the perfect extension of that.
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