If you were scrolling through your social media accounts this weekend, you may have already heard about Dove’s latest predicament, which might just be any marketing team’s worst nightmare.
For the past few days, the personal care brand has been receiving flak online for posting a racist advertisement. According to mainstream media outlets, Dove posted the ad via their official social media account last Saturday. The ad was a GIF image showing a black woman taking off her nude-colored shirt to reveal a white woman. The white woman then does the same to reveal a third woman.
Immediately after its release, people were all over the allegedly racist Dove advertisement. Screenshots of the short video rapidly circulated online, drawing outrage and heavy criticism in various social media networks. Meanwhile, others remain baffled with Dove’s original intention behind their controversial ad.
With outrage erupting left and right, Dove quickly issued an apology via their official Twitter and Facebook accounts, stating that it “missed the mark” in representing women of color and apologizing for the offense that it has caused.
This was not the first time that Dove has been in hot water over an offensive ad. Back in 2011, the brand got in trouble for an ad showing three women who were lined up from darkest to lightest skinned, appearing under the words “before” and “after”. While Dove’s intention was to show skin dryness, the ad’s presentation made it easy to be misinterpreted as a racist remark.
But after issuing the apology last Sunday, people are still outraged over the ad that has since been put down. The backlash is so bad that a #BoycottDove campaign has been spreading on Twitter since yesterday.
The personal care brand issued a statement to Reuters on Monday, stating that they “got it wrong” and were unable to convey the message through the ad. “The short video was intended to to convey that Dove body wash is for every woman and be a celebration of diversity, but we got it wrong,” it wrote.
Everyone Deserves Gentleness
Lola Ogunyemi, the woman in the controversial Dove ad, has spoken about her side in an opinion article published by The Guardian. The model, who is of Nigerian descent, tells about how each of them who were involved in the project understood the concept and intention - which was to use their differences in skin tone and highlight that everyone deserves gentleness.
“If I had even the slightest inclination that I would be portrayed as inferior, or as the “before” in a before and after shot, I would have been the first to say an emphatic “no”. I would have (un)happily walked right off set and out of the door,” Ogunyemi wrote.
While she might have come to Dove’s defense in her article, she also believes that it was only right to issue a public apology for those who were offended by the advertisement. However, she thinks that Dove should have took the extra mile to explain and defend their creative vision.
In this new era of technological advancement, you can set up a business without a physical store and spend significantly lesser money for marketing campaigns. And one of the best ways to promote your business on the web without costing a lot of money is through social media marketing.
With this marketing plan, you can convert your social media visitors into paying, even possibly, repeat customers. After all, the ultimate goal of your eCommerce business is to make more sales.
According to most eCommerce experts, social media is an excellent source for organic traffic which you can take advantage of even with a shoestring budget. Want to get started driving more traffic to your business’ social media platforms? Take a leaf from the book of eCommerce experts with these tricks and see more conversions start rolling in.
eCommerce experts recommend putting those buttons on your content because they allow your audience to share with just a few simple clicks towards their social media circles or send the content as an email or towards other online channels.
It is also important to make sharing easy, even with a mobile device. Social media users in the US use their smartphone 60% of the time when browsing through social networks. With that said, it is important to note that content sharing should be quick and breezy for mobile users.
Remember, the key here is consistency. Overdoing your posts can annoy users and turn away from your brand. You don’t want to underdo it because you’d miss numerous opportunities for engagement. Keeping a social media calendar helps you organize and schedule content with the most strategic frequency and posting times.
Attracting better traffic on social media is an integral part of a successful eCommerce business. You just need to implement these strategies that require minimal to zero costs and you’re bound to see improved results later on.
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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