Tag Archives: Oscars

Dove Attempting to Wash Away Negative Online Comments

By: Gina Mason

Award season is the best time of year for stargazing and I’m not referring to looking up at the sky. At each elegant affair, Hollywood’s best and brightest shine on the red carpet and show off the latest styles and trends. If you are like me than that means you are glued to the TV taking mental notes of what and who all the celebrities are wearing.

Despite all of the fabulous gowns and beautiful jewelry on the red carpet, many viewers at home during these award shows tend to share some very ugly comments about the celebrities and even make degrading comments about them online. (i.e. “What is [insert celebrity’s name] wearing?!?” “Wow! She put on some weight!” “She looks awful!” “She is looks so old!”

In attempt to wash away this negative issue during the Oscars, Dove and Twitter have teamed up to create a powerful campaign that promotes positivity and self-esteem. Earlier this week as a part of their new #SpeakBeautiful campaign, Dove released a new ad to show how negative and degrading comments online have a domino effect on us all. This powerful ad will run during the red carpet coverage of the Oscars to remind us all about how such negativity impacts us and how positivity can change that. To check out the video, click the link below:

In addition to the ad, “Dove will be making use of a Twitter tool on Oscar night that identifies certain key words — in this case, it will keep an eye out for those that mention, appearance and body image. The tool will flag negative tweets and Dove’s Twitter account — which will be manned by self-esteem experts — will tweet positive responses” according to Mashable.

A Dove spokesperson said, “Twitter is a powerful platform for building momentum around social issues, and we think it’s a good way to leverage the unique parts of the site to support things that matter. We want to help shift the conversation toward positivity.”

This campaign was in response to some staggering data that Twitter collected when it comes to social media and self-esteem:
• 8 out of 10 women encounter negative comments on social media that critique women’s looks.
• Women are 50 percent more likely to say something negative about themselves than positive on social media.
• 82 percent of women surveyed feel the beauty standards set by social media are unrealistic.
• 4 out of every 5 negative tweets Twitter identified about beauty and body image are women talking about themselves.”

I love this idea and I think it is the perfect platform to launch this type of campaign. What better way to promote this positive message than during one of the most watched shows of the year? I applaud Dove for trying to make a positive change in the world and promote the beauty in all of us. I think we have all been guilty of unfairly and negatively critiquing celebrities and more importantly, ourselves and it is a great reminder how we need to change the way we think about ourselves. We all have our own beauty and one small positive change can make a big difference.

What do you think of this campaign? Do you think it will be successful in stopping some the negativity that goes on during award shows? If it is successful, do you think this will translate into other live events?
As always, if you like what you read, be social and share.

And the Oscar Goes to…Samsung

By: Gina Mason

This year’s Oscars may go down as one of the most watched and talked about award shows in history. However in years to come, we won’t remember the dresses, the winners or the pizza delivery (well, maybe the pizza delivery). We will remember Ellen Degeneres’ selfie that catapulted Samsung into the spotlight. That star-studded photo generated an enormous amount of attention and the strategic placement of the new Samsung Galaxy Note 3 may be the most epic product placement ever.

Product placement is not a new concept, but finding new ways to highlight a product without being blatantly obvious can be difficult. We have all seen numerous examples of product placement in TV shows and movies (i.e Thomas Hanks’ best friend “Wilson” in Castaway) but the most successful product placements are subtle. Here are a few reasons why the Samsung selfie strategy was effective and successful.

1.   Nothing sells products like celebrities.

We live in a celebrity-obsessed society where people try to replicate what celebrities do, wear, etc. With that concept, Samsung strategically placed its product in the epicenter of the biggest celebrity gathering of the year. Associating the product with that kind of star power was brilliant and it is no wonder why it generated such “buzz.”. Although Ellen was caught using an iPhone backstage, she positioned the Galaxy Note 3 to be the star of the show with some  the biggest names in Hollywood behind it. Literally. In case you haven’t seen it, the star-studded selfie included DeGeneres, Jared Leto, Jennifer Lawrence, Brad Pitt, Angelina Jolie, Meryl Streep, Bradly Cooper, Peter Nyong’o Jr., Channing Tatum, Julia Roberts, Kevin Spacey, Lupita Nyong’o and of course, the Samsung Galaxy Note 3.

2.     It utilized the power of social media

As many of you know, social media is the way of the world and having something go “viral” is the ultimate goal in advertising. Samsung did a very smart thing by leveraging Ellen DeGeneres’ 27.5 million Twitter followers to promote the photo and ultimately the product. According to a LA Times article, “DeGeneres’ tweet has received nearly 2.7 million retweets and nearly 1.4 million favorites. The previously most-retweeted Twitter post was by President Obama after winning his second term in 2012. That tweet got 778,000 retweets.” DeGeneres’ tweet literally “broke” Twitter’s operating system for a little over 20 minutes.

3.     It avoided the “hard sell” approach and made it seem natural

What made this placement so successful was that Samsung avoided a hard sell approach and opted for a more natural and seemingly spontaneous placement. The emphasis was not on the phone, it was on the photo. However, the white Galaxy Note 3 got its own 15 seconds of fame as the stars gathered around it. Also, what is more natural than selfies these days? Considering the word selfie was added to the dictionary last year, the act of taking “a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website” is now an everyday practice.

4.     It complemented its advertising plan

Outside of the product placement, Samsung spent an additional $20 million dollars on ads that were aired during commercial breaks, according to The Wall Street Journal . The article goes on to say that, “as part of its sponsorship and ad pact for the Oscars with ABC, the TV network airing the show, Samsung and its media buying firm Starcom MediaVest negotiated to have its Galaxy smartphone integrated into the show.”

I thought the product placement was innovative and was a unique way to generate attention for the product. I am really interested to see if there is a major increase in Samsung’s sales after this selfie strategy.

What did you think of the selfie and Samsung’s product placement? Did it make you consider purchasing or learning more about the Galaxy Note 3?

I welcome your comments and as always, if you like what you read be social and share.