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.
Brands have been upping their investments in new ad products from popular social media services, but are they getting their money's worth?
Instagram is determined to introduce as many new features as possible in 2016 and that's why it has launched Live video on Stories, as well as ephemeral posts on direct messages.
Audience targeting can be challenging in social media, especially when brands make quick assumptions about their target users. How can you avoid generalisation and what are the real benefits of it?
While it typically conjures up images of consumers clamoring for deals on big ticket items, American retailer Walgreens is hoping that this year it can be the first place consumers turn for inexpensive gifts like wine, candles and small toys.