“Dove gets digital”

“Dove gets digital”
By Emily Wexler
December 2008
Strategymag.com
• Dove has created a new Facebook application, wanting to send a messge, “You’re beautiful. Pass it on.”
• This application will be one of the first of this kind offered on the social newtork’s newly redesigned website
• The Dove brand building director, Sharon MacLeod feels that Facebook was the perfect place to spread the message
• launched on November 3rd, this application is a part of Dove’s “Pay Beauty Forward” campaign, which allows users to send e-flowers with thoughtful messages to their friends
• each time an e-flower is sent one dollar is donated to the Dove Self-Esteem Fund
• the campaign has already achieved gret success as about 8,000 e-flowers were sent within its first two weeks
• people can send e-flowers through both the Facebook application and the website paybeautyforward.ca.
• this is just one of Dove’s many initiatives, taking full advantage of the digital world
I was really interested in this article because I have seen this application on Facebook and thought it was a great idea. I think the reason that this specific application didn’t get lost in the clutter is because it is for such a good cause. As stated above, with each e-flower message sent, Dove donates 1 dollar to the Dove Self-Esteem Fund. At the risk soliciting, go check out the paybeautyforward website and send an e-flower, after all its free for you and it will make a difference!