Case study: Dove use data visualization and tools to identify sentiment data for their marketing campaign.

We all know how sentiment data has a powerful impact on improving marketing campaign and strategy. Dove is one of many companies that use sentiment data to find hidden consumers' insights. As it is known that Dove mission is to redefine real beauty and to make women have confidence, not anxiety. I can see how social media has a huge impact on women feeling about beauty and how their posts about beauty have a powerful impact on each other. Many ideas and opinion on beauty are shared on social media every second. Women often post negative posts related to their beauty or body shape, and they do not know that these posts can be hurtful, damaging and critical to themselves, to other women, and to the society. Also, women do not realize the role their online words play in impacting their confidence and self-esteem.


Dove #speakbeautiful campaign.
As I missioned above that Dove commitment is to make women redefine beauty and help women love their physical appearance and define beauty on a wider ray of qualities beyond the look. In 2015, Dove and Twitter set out on a mission to transform that reality, inspire behavioral change, and ignite a cultural shift in the beauty conversation on social media by encouraging women everywhere to #SpeakBeautiful (1).

Dove used the 2015 Oscars as the best moment to launch their campaign #speakbeautiful. Dove launched the campaign with a 30-second commercial during the 2015 Oscars red carpet to drive awareness, showingcasing tweets from real women to spell out the problem. The ad urged women everywhere to join Dove and Twitter to turn negative Tweets into positive ones (2). Dove worked with Twitter to create real-time data visualizations, which showed positive and negative beauty words women were using during the Oscar to underscore the need for change.

The company was responding to those negative tweets and spreading positivity through sharing real women stories and highlighting their struggles and triumphs. Also, celebrities have joined this campaign including Arianna Huffington and Amy Poehler with their own messages of beauty positivity. Based on what Twitter revealed that beauty confidence is lowest during mornings, Mondays, and weekends, Dove was spreading their content and message specifically during these times to deliver their message when women need it most.

The result of #speakbeautiful campaign:
In 2014, there were over 5.3 million negative tweets about beauty or body image sent by women. In 2015, that number dropped to 3.4 million - a 36.8% decrease year over year (3).
In addition to changing how people talked about beauty, the campaign changed how people thought of the Dove brand. According to Twitter, the #SpeakBeautiful campaign drive affinity for the brand, with brand sentiment increasing 17 percent.

 Finally,
As a digital marketer, I believe that content marketing is what companies should put efforts on. What Dove did through #speakbeautiful campaign showed high understanding of using content marketing and how it changed their relationship with their consumers and drive more sentiment data and word of mouth. This user-generated content is what make a company a forefront of the markets. Dove used the valuable content to their target audience and at the right time, and this is what every company should do for their marketing campaign. They should first start with the valuable content to their target audience and deliver it to them at the right time, so they can win their engagement and therefore their word of mouth.