Why Dove Is Trying Snapchat for Self-Esteem Effort, Bucking Industry Fear
By Avery Graham • October 8, 2014
Most big consumer brands have kept Snapchat at arm’s length, fearing the messaging app’s reputation as a conduit for teen sexting and unsavory direct-response advertisers.
Now Dove is one of the first big packaged-goods brands to launch an initiative with the social network as part of its annual “Self-Esteem Weekend,” which it observes this year starting Thursday, sending “Snaps” on the subject and soliciting replies.