When you have a brand that’s willing to side step its own products for a ‘values-led’ campaign, you have to sit up and take notice.
Unilever is the master of this. Marketers (should) want to work with them on either side of the table in order to experience how they get things done – because, from where I’m standing, it’s very impressive.
The #SpeakBeautiful campaign requires users to re-tweet a pinned post in order to receive an automatic reply. The reply contains a link to a personalised microsite which is packed with data to see how their tweets stand up.
The overall result is quick, slick, and wonderfully designed. Here are some screenshots which I tested using By Your Side‘s Twitter account – a women’s movement that I set recently set up which you can read more about here.
The fact that I didn’t have to do anything apart from ‘share and go’ made the whole thing as easy as washing my hair with really expensive shampoo and conditioner – a pleasure.
I’m not surprised that this mechanic has been used. It’s certainly not new, but recently I’ve seen and read about a lot of companies adopting the’data for data’ approach, to boost their online communities.
But, aren’t ‘automated response’ campaigns just two very dirty words in our industry?
In the past Coca-Cola, Puma and Oreo have all thrown their hats into the ring (and failed – click the links to find out how), proving there’s a lot of work to be done to ensure this model is effective. The following areas should always be considered:
- User journeys: Employ a two-pronged user journey – simple and advanced (that people can choose from depending on how generous they’re feeling) – to avoid turning people off. Don’t rush to compromise engagement for data.
- The human touch: When you solely rely on bots, you risk making gaffs that could bring the whole campaign down. From spam accounts outwitting companies to automatic rules meaning your brand joins irrelevant online conversations, moderation is vital.
- Incentivise: I’ll give you the benefit of the doubt, without this you probably wouldn’t have a campaign at all… right? But, on the off chance, you need to think carefully about what you’re giving consumers. How are you then equipping them to spread the word? Anyone can integrate social sharing buttons onto a platform’s confirmation page. Instead, you should be offering free gifts, discounts, prize draws or personalised content to transform users into ambassadors.
Remember it’s not ‘what do you want users to do?’, it’s ‘why would users want to take part?’
Don’t get me wrong – these points shouldn’t, and don’t, undermine Dove’s achievements. In fact, the beauty brand has set the bar very high.
Not only is it driving brand awareness and the body-shaming conversation, but it’s also moving the digital industry forward.
What’s your #SpeakBeautiful effect?