In 2015, Dove partnered with Twitter to launch #SpeakBeautiful–a campaign to inspire women to spread beauty and body positivity on social media. Born from the insight that women unknowingly tweet negative comments that are hurtful to themselves and others, #SpeakBeautiful championed positive change with a strong call to action and actionable tips from self-esteem professionals.
As part of this campaign, Dove and Twitter built the #SpeakBeautiful Effect–a tool that measures just how positive or negative your Tweets really are. Utilizing native Twitter “RT to RVSP” technology, women signed up to have their Tweets evaluated simply by retweeting one of our designated tweets. Within seconds, the #SpeakBeautiful Effect returned their personalized results along with eye-opening infographics that illuminate how their tweets compare to others.
#SpeakBeautiful has had an incredible impact on the beauty conversation online: in January through March 2016, positive beauty conversation on Twitter increased by 26% and negative beauty conversation decreased by 27% vs. the same period of time in 2015. According to Twitter, the #SpeakBeautiful campaign also drove affinity for the brand, with brand sentiment increasing 17%.