Here is an interesting campaign by Dove that leverages the power of social media and the innate human nature of sharing stories to build an online community. The campaign is nicely weaved around bloggers sharing their stories on their blog and then spreading it amongst their Facebook and Twitter network, all the while carrying the brand’s message as well as increasing its fan count through an actionable app.
Reaching out to the blogger community
Dove has launched another blogging contest ‘My Beautiful Hair Story’ at the popular bloggers community for Indians, Indiblogger. You have to share an experience of having had won over your hair problems and emerged a winner with beautiful hair. But do remember to weave the sentence ‘…and that was the end of my hair problems’ in to your story and also include a link to the Dove hair-aware app on its Facebook page. With tempting prizes like Apple iPads, Samsung smartphones and a chance to feature on Yahoo! India, iDiva, Femina or Marie Claire, this contest seems to be an exciting offer from Dove.
The contest topic is being discussed at the Indiblogger forum and interestingly, been started by one the community member instead of the moderator. There is a back and forth of questions and clarifications. The community seems to be quite upbeat about the contest, as I’ve observed in the previous contests too. The rules of this contest are similar to the ones before and you do not have to worry about votes, entries are judged on creativity and originality alone.
Creating conversations on Twitter
Most blogging contests at Indiblogger employ hashtags to support the conveyed message. Similarly in this contest, bloggers can add the hashtag #DoveHairAware while they share their beautiful hair story on Twitter. When I clicked on this hashtag, I found 5 tweets containing it and also discovered a blogpost about a blogger’s experience at the recently concluded ‘Dove Hair Aware meet’. This way the brand can track conversations relating to #DoveHairAware on Twitter and also help promote the Facebook app. I must say this is a clever add-on by Dove!
Building a community and engaging through Facebook
All roads led me to the Dove Facebook app ‘Hair Aware’ and so I had to give it a try. It is basically a quiz to find out how aware are we about our hair. Is beautiful-looking hair also healthy from within? The app had 9 questions for me regarding my hair care ritual, at the end of which it recommended me to use a certain range of the Dove hair care system for beautiful hair forever. That was some impressive counselling as well as marketing by Dove!
Besides, it was a ‘like’ campaign meaning I could get started with the quiz after I ‘liked’ the page. I liked the concept of having a mandatory like. Since the brand has already zeroed in on its target group, it might as well get them to join its community. It makes better sense to have a relevant community than an enormously irrelevant one!
Could ‘My beautiful hair story’ have been better?
Indeed, there is always room for improvement. Blogging, Twitter and Facebook are very different platforms and you need to clearly define your engagement on each of them. Although, the campaign is a neat one, there are some areas it could work upon to yield better insights:
- The blogging contest at Indiblogger only displays the hashtag #DoveHairAware, but does not state how a blogger could use it. Apparently, it has been assumed that the bloggers with regular Twitter knowledge might just use it with their tweets. Besides, I’m not aware whether the hashtag was encouraged to be used at the offline event but I do not see tweets with it. If promoted and employed well, the brand could leverage this for tracking all conversations relating to Dove hair aware campaign.
- The campaign could have encouraged tweeple to follow the Dove Twitter page too along with the hashtag. Perhaps, the campaign was designed to be more of a combination of blogging and Facebook rather than to be combined with Twitter. Twitter could have been used as a good combination here to drive conversations.
- The Dove Facebook wall is promoting the hair aware app but not the blogging contest; it just seems to be a one-way route to the Facebook app. The Facebook page does not drive conversations about the blogging contest, which could have been beneficial to its community. This could be since Dove is having a global Facebook page and not an India specific one.
But do hair problems ever cease to trouble you? How can any woman have a story ending with “…and that was the end of my hair problems!” But if you do, don’t forget to share your miraculous story here and do it before July 20.