Dive Brief:
- Unilever's beauty brand Dove is diving into a place where few big-packaged brands have gone: Snapchat.
- Because the message-deleting app has gained a reputation for teenage "sexting" and unpleasant direct marketers, many big name brands have stayed away from the platform.
- Dove is running a Snapchat campaign for its annual "Self-Esteem Weekend" and will be sending out a series of "snaps" — as well as encouraging young girls to respond with feedback about their own insecurities.
Dive Insight:
Despite its reputation for being a medium to "sext" on, it's highly lucrative with an estimated value of $10 billion— making the app a tricky social media platform to tackle. While some public figures and brands have ventured into the app with mixed results, other brands have really have been able to leverage it in as an effective way to reach an audience—so it's anyone's guess if "Self-Esteem Weekend" will work in Dove's favor.
