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Dove's Positive Facebook Ad App Does Not Block Ads

  |  April 24, 2012   |  Comments

An app for women in Australia and Brazil carries through Dove's self-esteem boosting campaign.

A new Dove app disseminates positive ad messages aimed at women on Facebook, but it doesn't replace other ads as has been reported elsewhere. The Dove Ad Makeover app is available in Australia and Brazil, and there are no plans yet for a launch in the U.S. or other countries.

The app essentially allows people to choose from a list of positive ad taglines to create ads to be targeted to women on Facebook. A drop down menu includes positive phrases like "Beauty is an all-ages show" and "When it comes to your body, love the one you're with."

The app includes user names in the ads. An example ad states, "Jean & Dove replaced this feel bad ad with a positive one. Send yours."

Though a video describing the app suggests it "lets you replace those feel-bad ads with messages designed to make women feel good instead," it doesn't actually obscure other ads from being seen. Rather, the more people who download the app and create ads, the more Facebook ad impressions are used to promote the Dove-branded messages.

"Users design the ads and Dove simply places them via their large media buy and there may be some form of targeting layered in," said digital marketing consultant Augustine Fou, also a ClickZ columnist.

App users can't pick which people will be served the ads. So they can't directly target their friends, for instance. It allows people to target ads loosely based on keywords associated with "women thinking about" love, careers, travel, beauty, and health. The app also posts a Timeline notification that someone has created an ad, and lets users share the app on friends' Timelines.

The app effort carries on Dove's years-long campaign intended to alleviate pressures on women resulting from advertising that negatively affects self-confidence. The Unilever brand will evaluate success of the app in Australia and Brazil to determine possible extensions to other countries.


Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

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