Unilever?s Dove is continuing to boost its image as a supporter of women?s self-esteem with a new campaign leveraging Pinterest, reflecting the platform's ongoing relevance for targeting millennial women even as other marketers flock to  Snapchat and Instagram. 

Dove?s new campaign is serving mothers and adult women exercises, activities and tips on Pinterest to help young girls cope with body self-esteem issues in today?s digitally focused world. The majority of marketers have been focused on increasing their presence on Instagram and Snapchat, but the campaign shows Pinterest still has a great deal of relevance for brands that accurately tie in with the channel. 

"Over the past eleven years, Dove has worked both with and for women by launching iconic campaigns that hope to inspire women to develop a positive relationship with beauty," said Jennifer Bremner, brand director of Skin Cleansing at Unilever. "From billboards and magazines to pioneering content on YouTube, Dove has always been the leader in reaching and supporting women and girls where they live, work, and play.  

"We aim to create inspired, impactful experiences specific to the social channel for women and girls, and Pinterest offers us the opportunity to demonstrate the power and ease of mentorship by making our self-esteem resources more accessible to moms, teachers, and other mentors," she said. "Pinterest shares the Dove brand?s commitment to champion positive content online by taking a stand against messages and images that are harmful to women?s and girls? self-esteem, and our Pinterest page allows every woman and girl to have a personal confidence-boosting board they can turn to when they need it most."

The skincare manufacturer is largely known for its efforts in philanthropy tied to women empowerment, and has been the staple brand to compete with when it comes to these types of campaigns. Dove is continually trying new methods in reaching consumers to build an authentic trust based on this topic, and Pinterest is its latest vessel. 

Mothers can take to Pinterest for a wide range of content and advice in how to best help their teenage and younger daughters manage their self-esteem such as questions and answers, quotes, tutorials, talking points and things to keep in mind. For instance, one post includes a question from a mother reading ?how can I talk to my daughter about her friends without prying? along with a response prompting readers to ask questions such as ?how does that make you feel? without making judgments. 

Other posts from Dove include three tips on talking to a daughter about body image and social media as well as do's and don'ts on how to speak in front of a daughter to ensure confidence. 

Pinterst is largely known for its popularity with women consumers, also largely mothers, which makes the platform an ideal space for campaign. The posts are also easily shareable, which gives the campaign larger legs. 

The content is compiled on the platform at Pinterest.com/SelfEsteem, for moms to get a comprehensive look on how to deal with these issues. The board will consisted of more than 80 pins, rolling out in the following weeks. 

The Dove Global Advisory Board developed content for the campaign that touch on five subjects such as celebrity culture, bullying and self-care.

The brand is encouraging women to share their own thoughts on the subject through the hashtag #SelfEsteemProject. 

Similarly, Unilever's Dove continued its streak of viral video successes with a new entry in advance of Father?s Day that depicts men first learning their partners are pregnant while simultaneously promoting the brand?s Men+Care line (see more). 

The brand also teamed with Twitter to encourage women to speak positively of themselves, following a study that Twitter performed that found women are 50 percent more likely to make negative comments about themselves around the Oscars than the rest of the year (see more). 

"The Dove brand has long been committed to listening to women, and every campaign is rooted in insight, all aimed at helping women and girls develop a positive relationship with beauty," Ms. Bremnar said. "The Change One Thing campaign emerged from Dove research that shows that 9 out of 10 girls want to change at least one thing about their physical appearance. 

"The Change One Thing film and the Dove Self-Esteem Pinterest page aim to inspire girls to realize they don?t need to change one thing about themselves but, with mentors, role models, and resources like Pinterest.com/SelfEsteem, they can inspire change in the world around them," she said.