Why Dove Is Trying Snapchat For Self Esteem Effort Bucking Industry Fear

Peak big industrial brands bring forth cold Snapchat at arm's length or added, fearing the messaging app's moral fiber as a duct for teen sexting and questionable direct-response advertisers.

Now one of the first big packaged-goods brands to unlock an plan with the social act as a go-between is the one municipal for trying to enlarge girls' self image: Dove. The Unilever feature has begun an worry on Snapchat as part of its almanac "Self-esteem Weekend," which it observes this see starting Thursday, supply "Snaps" on the be relevant and soliciting replies.

"Having a fill with conversation about your self-esteem can be intimidating," Unilever Marketing Disdainful Jennifer Bremmer alleged in an post. "Our goal was to acquisition the short-lived nature of Snapchat to distinguish frozen personal connections in a error that feels safe to girls and women. Dove has invited them to restrict their insecurities via Snaps, and as these Snaps fade, they can make room for positive way of behaving."

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