Negative tweets about body image decreased from 5.3 million in 2014 to 3.4 million in 2015 – a drop of 36.8%. There is evidence to suggest the campaign achieved its goals. The #SpeakBeautiful Twitter campaign extended beyond the Oscars, trending at MTV’s Video Music Awards, as well as being used in everyday tweets. Dove used targeted ads to reach people already talking about the Oscars and beauty. They also used visualizations of social data, showing the most commonly used negative and positive beauty words on Oscar night. The Oscars were chosen as the launch, due to the large volume of conversation around beauty.ĭove kicked off the campaign with a 30-second commercial during the red carpet ceremony. Two years ago, according to a study, women posted five million negative tweets about body image and beauty, making them twice as likely to say something negative about themselves on Twitter as they are to say something positive.ĭove believes that these sort of tweets fill newsfeeds and minds with self-doubt, and decided to run a campaign based on changing this. The creativity of this campaign, along with the cause and execution, and turning a bad Twitter experience good, all make it worthy of a place in our best Twitter campaigns. Personally, I can’t wait to get my own positive pep talk from a robot. We hope to make the Internet a nicer place – one tweet at a time. Over 300 million messages will be sent, at a rate of one every 30 seconds. Partnering with Twitter, CAB created a spambot that will eventually tweet one nice message to every single user on Twitter. CAB instead created a bot that would only tweet positive Hey there, just thought I’d say I like you thiiiiiiiiiiiiiiiiiiiiiiiiiis much. Often, bots are spammy creations that only serve to annoy users. Their response was to create The Nice Bot, a bot with a difference. Champions Against Bullying (CAB) states that something mean or cruel is posted to Twitter every 60 seconds. Cyber bullying has become depressingly prevalent in the modern age.
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