ABOUT #OSCARS2015

36.6 million people watched the Oscars on TV. That's a few million fewer than a year ago. Nevertheless, the overall reach has probably increased. Thanks to social media. St. Peter sent rare rain clouds to Hollywood Boulevard at the start. A greeting to "Jesus-lookalike Jared Leto"? He was referred to as such in a tweet with 14,000 retweets and 13,000 favorites. You can find out more on Storify via the link at the end of the article. 4.5 million mentions were recorded for the two top hashtags #Oscars2015 and #Oscars on Twitter. Not including Instagram and Facebook. The atmosphere was good. The users were in a good mood. According to Tagboard, only 3 percent of the content with the hashtag #Oscars2015 was negative. 20 percent were positive and 77 percent were neutral.

The show on the #OscarRedCarpet with its own hashtag contributed to the positive mood. The female stars made men look deep and women envious (or admiring). Wrinkle-free, shoulder-free! In short: flawless! And the dudes? Demurely buttoned up to the Adam's apple. The flawlessness also attracted critics in the run-up to the event. We have them to thank for the highlight of the evening from an advertising point of view. A campaign straight out of the new media handbook: activating, uncensored, value-based.

As the guardian of feminine naturalness, Dove threw itself into the Oscar fray as a kind of Winkelried of cosmetics. Not entirely fearlessly. To spread the word (after all, no one could be interested) and to protect herself (after all, the value shot could backfire), Dove has partnered with Twitter. Trust is good, control is better. That much management calculation is allowed. However, Dove has also been able to attract influential personalities with high follower and fan numbers for its dissemination work. Arianna Huffington, with over one million Twitter followers, is one of them. She posted several tweets and achieved several hundred retweets and favorites.

The #CampaignCredo - In the starter tweet, the credo for the #SpeakBeautiful campaign was issued: "Actresses at tonight's #Oscars should be celebrated for their talent, not critiqued on their dress."

The #CampaignInsight - Dove and Twitter have recorded over five million negative tweets about beauty. 4 out of 5 negative tweets are self-accusations. In other words, women who use social media to vent about their own flaws. 82 percent of all women say that the ideal of beauty spread via social media is unrealistic. They wanted to tweet against it.

The #CampaignStrategy - You can't reinvent the world in a tweet. But Dove's previous commitment makes the statement seem credible. And that's what matters. Value-driven brand ideas are not created by funny buzz. A side swipe at clickbaiting, which is currently increasingly affecting even previously trustworthy brands and media. Perseverance and action are important in the long term. It is also masterful how Dove uses calls such as "Spread", "Join us" or "Inspire others to feel it!" invites users to participate.

The #CampaignControlling - I am not aware of the campaign objectives. #SpeakBeautiful can be described as successful from a neutral perspective. According to Tagoard, an aggregation platform specializing in the qualitative and quantitative content analysis of Instagram, Twitter and Facebook, 30% of the tweets were positive, 65% neutral and only 5% negative. The campaign also achieved impressive quantitative KPIs. 39,000 mentions for the campaign and 37,000 for the @dove Twitter profile. According to the Tweet Issue Today analysis tool, this is number three, just behind the official Oscar hashtags!

The #CampaignsModeration - The fact that the campaign was also hosted during Oscar Night probably contributed significantly to its success. My tweet was immediately thanked.

Beat Hürlimann

More in-depth information with tweets, Instagram posts and charts can be found via
huerlimanncc.com on Storify.