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Why Dove gets the love on social media

24th Nov 2014
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Social media management tool, Hootsuite, has released its 2014 ‘Love List’ – a global rating of the brands with most mentions of the word ‘love’ in publically-available social media posts.

Ranking brands based on three key data points, including the total number of brand mentions received, the sentiment score for the particular brand and the percentage of social conversations about the brand containing the word “love” over a month period of time, the Love List found skin care and beauty product provider, Dove as the most adored brand on social media.

Much of Dove’s success is down to its Real Beauty campaign, which has been running since 2004 but is still active in its campaign to redefine the concept of beauty and encourage women to be more positivity about their bodies.  

And according to Hootsuite’s research, the positive message has successfully transcended onto social, thanks to innovative campaigns such as ‘Real Beauty Sketches’ which have drawn praise for further confronting women’s perceptions of beauty.

With recent studies showing women to be the most active of the genders on social media, Dove’s campaigns also benefit from being largely gender-specific, with 78% of the conversations about Dove being had by women.

Hootsuite’s top 10 brands on social media for October were:

  1. Dove
  2. Friskies
  3. Kohl’s
  4. Avon
  5. Renaissance Hotels
  6. The CW
  7. TripAdvisor
  8. West Elm
  9. Twitter
  10. Nordstrom

It plans to announce from its Love List monthly, as advocacy becomes an increasingly prominent feature of many brands marketing metrics.

“Brands that have found successful ways to cultivate a passionate fan base did well in October’s Love List,” says Mark Pascarella, general manager of uberVU via Hootsuite.

“The top brands ran inspiring or amusing campaigns (Dove, Friskies, Renaissance Hotels), creating buzz and fan engagement through contests or giveaways (Kohl’s, West Elm, TripAdvisor), and targeting an outspoken audience that feels invested in spreading the word for their favorite brands (The CW, Avon, Twitter).”

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