Archive for the ‘Social Media’ Category

Social Media and Punk Sanitiser in the time of Coronavirus

March 24, 2020

Punk Santiser

For years, we have been encouraging small businesses to build a social media presence through our training sessions, client meetings and even networking events.

This is now that time where having that online presence can be really useful for your business. We’re being encouraged to socially distance, which all of our team are doing by working from home, but if you’re a retail or hospitality business who relies on face to face customer interactions these coming weeks are going to be hard to manage.

Here are a couple of simple tips that might help you:

Don’t Hide!

Up until now you might be afraid of saying the wrong thing, so you’ve been keeping your head down – now is the perfect time to make the most of your social media presence. Your audience want to hear from you so they can understand what’s happening with your business at this time.

Engage

Engage with your customer base by communicating your messages but also listening to their queries and empathising where possible. Let your customers know what your business and your team are going through and even share the positive things that you are witnessing in your community – we need hope! 

What you can say?

Spend a bit of time to figure out what the messages are that you want to share online, whether it’s that you can offer an online service, deliveries or a call & collect service.  Your audience at this time are looking for authenticity so don’t be afraid to share a message that might be personal, it will help humanise you and your business.

Tip: We always advise before jumping in that it is best to do an exercise with your team to decide what the key messages of the business are – your content should deliver on these key messages, which is a great way of keeping you on track.

Empathise

Before posting always try to put yourself in the mindset of the reader – people are in unusual circumstances, many of them are worried and try to take this into account when you post.

Is there a way you can help?

Your business may not feel like it’s relevant at the moment but is there anything else you can offer your followers or your community?

A fantastic example of this is many of the distilleries across Ireland and the UK who are now making much needed hand sanitiser to provide to the HSE and the NHS.

Is there any way we can help?

If you need a hand to get up and running let us know and we can get you trained up with a training session online.

For more social media advice keep an eye on our channels over the coming weeks, as I’m sure to have much more to say now that I’m trapped indoors!

Be safe..

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is a social media consultant with Fuzion Communications who operate from offices in Dublin and Cork and sometimes from home!

An Innocent Rebrand?

March 18, 2020

Innocent’s social media team is back at it again, with their genius PR stunts.

After their ‘Pancake Tuesday‘ craze encouraging the public to use their lemon and lime sparkling drink rather than lemon on their pancakes, Innocent have hit us with a branding stunt. In terms of social media engagement and key messaging innocent hits the nail on the head with this stunt.

Innocent rebranding

Posting on their social media platforms, the juice brand announced new shiny labels for their smoothies, claiming the drinks are now boosted with even more vitamins than before. What looked like packaging created from WordArt, followers were left rather confused about their new, unoriginal designs.

As the online community often does, individuals quickly became critical of the new packaging, pointing out obvious errors.

Between the misuse of upper and lower case letters and simple spelling mistakes, not to mention the use of the comic sans font, the new labels were a complete disaster.

However, Innocent used the increased engagement to their advantage. Responding to one commenter ‘We wanted a fun font with a lot of energy. It might not be for everyone, but we think it really packs a punch, like the extra vitamins in our drinks.’ They were promoting their key messaging in their replies.

As more opinions flowed in, Innocent continued to announce more rebrands and new labels, exaggerating the comments they had received. When one individual said there weren’t enough pictures on the labels, Innocent came back with packaging with only pictures. Several joked that there wasn’t enough comic sans so Innocent went full throttle with the font and so on.

Innocent rebranding

Innocent re-branded a total of 12 times within 24 hours, with each rebrand as ridiculous as the next. 

While Innocent’s designs continued to receive a bashing, followers were delighted their opinions were being considered. The social media team continued to respond to their audience and made fun of the rebrand in the process mentioning over and over that their smoothies contained more vitamins, again reiterating their key messaging.

The stunt was completely genius! 

Some LinkedIn followers also copped on to their clever strategy “Looking at their Twitter, the Innocent team are responding to the hate with even more terrible designs, generating even more engagement. They know people love a moan and are quick to share their dislike so well played, as always innocent drinks! Great way to showcase the brand and flavours and get people talking!

Both rebranding and PR stunts can be risky business and are often open to backlash however, Innocent executed this stunt perfectly using the wit and satire, they are typically known for as well as running a clever experiment that showed them how people felt about their brand!

Niamh 

Niamh Lawlor is an Account Executive with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.

How PR and Advertising Work Better Together

February 18, 2020

Integrated PR, Fuzion

For many years we have seen brands and agencies focusing on one discipline as part of their marketing strategy, thinking PR alone will encourage sales with no advertising (be that digital or traditional) or vice versa. But with the rise of the internet and social media, brands and companies are now realising that they need to use PR and Advertising together to be more strategic when it comes to their marketing approach.

There is no longer a one-way channel between brands and consumers.

Advertising no longer controls the distribution of your message and PR is not the only channel telling your brand’s story. Consumers have more power than ever and are somewhat in control of the message your brand tells.

The general public can get a message out about your brand or company in a matter of seconds or tune in to your marketing messages on Facebook, Twitter, Instagram, Pinterest, LinkedIn,YouTube, or other online forums. The list is endless.

This is why it is now more important than ever to ensure your PR and Advertising are working cohesively together.

Advertising versus PR

Paid for advertising needs to promote and reach the people most willing to pay for a company’s products or services and entice them to buy. PR helps to make this advertising more effective as it cultivates a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. By using them strategically together you hopefully create both awareness and trust with your target audience.

A great example of a brand using PR and advertising together is Paddy Power.

Whether you love them or hate them, you can’t deny they are forever in the media for something they have done. Not only do their marketing stunts get them noticed by their target audience, but they are also often the topic of conversation among other audiences too, spreading their message far and wide.

Paddy Power

Not only does this PR activity keep them top of mind with the public, but it is enhanced by their paid for ads ensuring that they are forever being seen by the people most likely to place a bet. This strategy has transformed them from local betting shop business to global betting giant.

By allowing PR and Advertising to work together you create one consistent message and a synergy effect, so customers see one brand whether they see you on the TV, radio, in print, or online.

Whether you are working in an Insurance company or working on ‘the next big thing’ you have an opportunity to maximize your brand through great cohesive brand building and ensure you are always moving with the times.

At Fuzion Communications we love fully integrated campaigns because we know these achieve the best results and we encourage this with all our clients.

If you would like to find out more about what we can offer, please contact us at info@fuzion.ie or visit our website www.fuzion.ie

Michelle

Michelle Harrison is part of PR team at Fuzion Communications, working from our Dublin office

 

Have you lost your MoJo?

February 12, 2020

Mojo Traiing Fuzion Communications

There is no doubt that the web is one of the most accessible ways for brands to tell their story.

The internet has made business promotion more accessible price-wise because of social media and the brand’s “shop window”, their website.

And if you know how to do it well, using the internet to get the word out there about your brand story can pay serious dividends.That’s why we here at Fuzion concentrate so much of our effort on internet-based story-telling. And today, we’re going to give you some pro tips on one aspect of how to get the most out of the internet for your brand.

Content Creation is everything, as great content is the way to grab someone’s attention, to get them to stop scrolling and to pay attention to your message…for just a moment at least, and hopefully remember you because you gave them something to smile about or to think about.

There’s a reason why content is the new buzzword for all things digital, including social media and websites. Content is King (or Queen!), and good content can tell your brand’s story in a natural and effective way. But content creation can be complicated and expensive, right?

It doesn’t have to be… (phew!)

You can create really good and engaging content for your social media channels, website and other channels using something that you have to hand right now: your mobile phone.

MoJo or Mobile Journalism, also known as mobile content creation, is an excellent way to create content that looks professional but also creates quick, easy and affordable content for you to tell your brand story.

RTÉ’s Phillp Bromwell is one of the biggest advocates for mobile content creation– check out this fantastic video he created using an iPhone.

So how do you create high-quality, attention grabbing content using your phone? 

Here are former journalist, MoJo advocate, lecturer and Fuzion Account Director, Ciara Jordan’s top tips for creating content with your phone:

Mojo Traiing Fuzion CommunicationsDon’t be afraid

People just like you are creating amazing content every single day using just their phone. If they can do it, so can you, so don’t be afraid to grab your phone and start experimenting with mobile content creation.

Mojo Traiing Fuzion CommunicationsClean your lens

Phones are always put in pockets and a dirty lens can ruin a photo or video – clean it before you start!

Mojo Traiing Fuzion CommunicationsUse the magic square

All modern mobile phones- both Android and iPhone have the ability to put grid lines (check your photo settings) on the photo screen. This will let you take pictures like a professional. Always have your subject in the “magic square”  or the middle square – this will make your photos engaging and balanced

Shoot horizontal video

Hold your phone horizontal if you are creating video – it is very difficult to edit video content created vertically – except if it is a post for Instagram.

Mojo Traiing Fuzion CommunicationsKeep your phone in airplane mode

Disturbing an interview or footage to take a call can really destroy the mood and that can be hard to recreate.

Walk, don’t zoom!

Zooming with your phone will pixelate the image and won’t be high enough quality. So, it is best to move closer to the subject rather than zooming towards them

Creating content on your phone is very rewarding and easy. Before long, you’ll be on your way to creating great content that engages your audience in ways that would have been unimaginable just a few years ago.

Good luck!

If you would like to find out more on mobile content creation or to find out about Fuzion’s Mojo training workshop, from our offices in Dublin and Cork: contact Ciara Jordan or visit our website www.fuzion.ie

2020 – Time to get Experiential !

January 16, 2020

Ardsallagh Cheese

When it comes to trends in Marketing to look out for in 2020 and beyond I think it will be all about ‘Experiential’ getting closer to the customer allowing them to touch and feel the products and services and to meet the people behind them.

We see ourselves that the noisy, over crowded, algorithm choked social media space, which not so long ago provided a fantastic opportunity to “get close” to customers is proving very challenging without substantial advertising budgets.

The social media “influencers” in the main who had a short moment in the sun, over cooked the magic by quickly switching from being genuinely passionate about their sectors to being “show me the money” merchants.

The cynical and very savvy consumer is seeing through all of this “BS” and is slowing returning to more trusted and reliable traditional media, which is really interesting as they are craving something authentic, something that does not leave them cold.

An interesting medium that we see doing well is podcasts, which if executed carefully is a very special way for your customer to get to know you better while they are commuting or in the gym.

I was judging the podcast category again this year for the Digital Marketing Awards and I could see some really great examples of companies using the medium to great effect.

I noticed with interest last November, Amazon the leaders in online retail, promoting their ‘Black Friday‘ sale with full page adverts in the national newspapers, billboards around the city and even customer events.

For the third year running in London they had a free four day “pop-up” event, ‘The Home of Black Friday‘ whereby customers were treated to all sorts of entertainment and demonstrations as well as being able to ‘touch and feel’ some of the special Black Friday deals.

As well as checking out the huge range of epic deals on offer throughout Black Friday and Cyber Monday, visitors to the Home of Black Friday had the chance to try out the latest must-have products from beauty to tech and preview the latest screenings from Prime Video.

They ticked the boxes on all of the customer demographics with complimentary workshops and experiences including, DJs, Rappers, yoga, cocktail masterclasses, beauty makeovers and Christmas workshops.

It turns out that clicking on images of items on our screens isn’t the “be-all and end-all” after all!

We witnessed it ourselves before Christmas with the weekend events that we ran for Dunnes Stores in some of their leading stores in Cork, Dublin, Galway and Limerick, whereby customers could meet the food producers, taste the food, meet the designers and see the fashion on models and watch some demonstrations by experts.

Dunnes Stores

I am now buying the Ardsallagh Cranberry Roulade Goat Cheese and Himalayan Salt Aged Beef on a regular basis after chatting with the cheese maker and the butcher from James Whelan Butchers, I’m wearing SPF skin cream protection for the first time after meeting Darren Kennedy and I am wearing a cashmere jumper from Paul Costelloe!

I also, as well as having more belief in the wine selection at Dunnes Stores, I have some new favourite wine brands after listening to the wine buyer talking about his favourite wines and the vineyards they come from.

In truth, no advert or social media posts would have had the same habit changing effect on me and there is a lot of money in our habits!

So for 2020 and beyond, I can see us all working really hard to create those new opportunities to get closer to the customer through real life experiences.

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

How Innocent was the ‘Conker’ publicity stunt?

November 11, 2019

Innocent Conkers

The Coca-Cola owned brand Innocent, famous for its smoothies and juices, is a great recent example of how a communication’s team careful management of a publicity stunt gone wrong can save the reputation of the brand.

Running a very satirical social media narrative, Innocent have a habit of coming up with some “fake news” or stunt products such as ‘100% bits orange juice’ and ‘Marmite Smoothies’, however their autumn themed drink didn’t have the same success.

Innocent came up with the idea to poke fun at dairy free products by creating ‘Conker Milk’. They quickly received backlash as horse chestnuts are poisonous and could seriously harm those who consume them. Although they disclaimed they used edible chestnuts rather than horse chestnuts, people still didn’t really get the stunt.

They responded quickly announcing on Twitter their intentions for a clever advertisement and how it didn’t go to plan, tweeting ‘‘Hello everyone. Yesterday we made a mistake. Now we’re trying to put things right. Long story short: PLEASE DO NOT EAT OR MILK CONKERS

People forgave the brand rather quickly, responding lightly to their blunder, asking whether they should take the conkers out of the oven or if they should use acorns instead.

Innocent turned it into a campaign, urging people not to consume Conkers!

‘CONKERS. Don’t eat or milk them. In fact, avoid them at all costs, creating videos on how Conker Milk isn’t real and posting a fake campaign poster by the ‘Conkervatives’.

They made their message very clear. Innocent’s witty responses to their mistake and reiteration to not eat conkers, resulted in greater publicity than they previously imagined. This gave the brand the opportunity to shed light onto their very real and edible nut-based milk products.

Publicity stunts can be great to get people talking, to draw attention and create news but when they go wrong it’s crucial to handle it effectively. The results of a publicity stunt can be unpredictable so it’s important to take calculated risks every step of the way.

At Fuzion we love to push boundaries and be brave, and have done some stunts to create awareness of taboo subjects such as this Maxi Zoo stunt from their #ScoopThePoop campaign. However we always do a risk assessment (promise!!) before a stunt and we plan for the unexpected.

Innocent’s transparency and ability to make light of a situation, overshadowed their lack of thought and research behind the faux product. While their slip could have been detrimental, the bursting personality of their social media team saved the brands blushes and reputation.

Niamh 

Niamh Lawlor is a PR intern with Fuzion Communications, a full service PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork.

 

The October 2019 Social Media Update – What happened?

November 5, 2019

October was a busy month for all our favourite social media platforms!

First up, Facebook!

Contrary to the belief that Facebook usage (including ourselves) has been declining, their Q3 update released showed that they are continuing to add users worldwide. However you will see that Europe and the U.S./Canada are quite static.

Facebook quarterly update 2019

Here are a couple of changes they’ve made this month:

They have removed the ability to schedule a post on desktop for some users unless you’re posting from the “Publishing Tools” page. This probably makes it easier for those of us that bulk schedule but it’s slightly annoying to lose it completely from a page post.

However, there is good news on the scheduling tools front!

Facebook is reportedly testing a new option within its post scheduling options which would enable Page admins to reach their audiences when they’re most active on the platform. It’ll be interesting to see if this comes in as it could be a very useful tool for marketers.

Was your business verified on Facebook via their grey tick?

From now on, all those grey ticks will be gone. Facebook have made this move because users were confused between those and the blue ticks, which are for public figures, media companies and brands.

Now my favourite…. Instagram!

Instagram (at least it feels like it to me when I’m updating my training presentation!) are always updating different things on the platform. Whether it’s Stories or different user tools, there’s always something new in the pipeline.

They’ve changed the whole layout of their Stories screen for users.

You were able to previously swipe along the bottom for the different tools such as Boomerang and Live, now there is a ‘Create’ option including different Story formats such as a GIF screen, templates to encourage engagement with your followers, and other options such as poll, quiz and countdown which were available previously as stickers.

They are also testing a new sticker as seen by Jane Manchun Wong, called ‘Invites‘ which allows users the chance to RSVP to the sticker once posted. If this comes to pass, it would be a great way to interact with followers working similarly to events on Facebook.

Instagram invites

Another interesting test coming soon will be Instagram sorting users ‘Following‘ lists into different categories including different topics.

Business accounts will fit under the different topics that they would have chosen in their Instagram settings. An interesting list to see will be the ‘least interacted with’ and ‘most shown in feed’, based on the user’s activity.

This could encourage users to unfollow some business accounts, so make sure your content stays engaging for your followers!

Messaging!

Instagram is finally introducing new features to their messaging to allow businesses to reply instantly to messages when they’re not available and also to set up an away message. This will be very useful to help communications with customers and ensure no-one is left waiting without an answer.

Instagram messaging

Finally…. LinkedIn are launching their own events feature!

It looks like it works similarly to Facebook Events, and it also gives you the option to invite specific people to an event. This will be great for anyone organising networking events, product launches or any other professional events.

That’s it until next month..thanks for stopping by!

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

September 2019 Social Media Update!

October 3, 2019

As part of our work with clients we closely watch those social media trends to identify any shifts, any interesting developments and any opportunities that they might provide for our clients.

Some of the things that we have noticed recently could be of interest to you:

Facebook

Facebook has officially begun rolling out hiding likes on the platform in Australia.

It’s working similarly to the Instagram change where only the user can see how many likes their post has received and other users will just see the general “liked by Mary and others”.

It will be interesting to see how much of a difference this will make on Facebook compared to Instagram, where likes were the main unit of currency. I haven’t noticed a huge jump or drop in engagement once this change came through on Instagram and it doesn’t seem to be slowing down the influencer economy.

Companies that want to work with influencers are just engaging with the influencer and asking them for their stats directly. This can only be a change for the positive if it stops people judging themselves purely on the number of likes they get online.

Creator Studio

Who needs third-party scheduling tools when you can use Facebook’s Creator Studio?

The Creator Studio has all the tools you need to post, schedule and analyse your results for Facebook & Instagram. Creator Studio works well for Instagram because the main pain with Instagram was that you could only post from mobile unless you were using a third-party tool like Hootsuite or Buffer.

Now you can post & schedule posts directly from your desktop! This is currently only set up for posts to the feed and IGTV but hopefully, they’ll include an option for Stories soon enough.

Instagram “Positivity”

For more Instagram positive news, they’re launching a new policy that will restrict posts related to weight loss products and cosmetic surgery to users under the age of 18.

The updated policy is part of Instagram’s work to make the platform “a positive place for everyone” and to “reduce the pressure that people can sometimes feel as a result of social media.”

Users such as the Kardashians have previously been condemned for promoting weight loss products to their young audiences, this will ensure that their posts are monitored more closely and will be removed if reported for going against these guidelines. 

Pinterest

Pinterest is still plugging away and getting more relevant by the day.

Pinterest is now up to 300 million monthly active users, a 30% increase on a year ago. Due to the fact that Pinterest links back to websites easily, it’s a very relevant platform for any e-commerce, retail, household, interiors, food or tourism businesses. You may not consider Pinterest to be a key platform for your promotions, but research from Pinterest shows that its audience diversity and usage is expanding. The other great argument for using it is that there is a good chance that your competitors will not be very active on it.

That’s all from us folks for the moment, I hope you found this useful,

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

It’s all about integration!

September 4, 2019

Donald Draper

A big shift has happened with media in the last 10 years.

I remember 10 years ago when the wheels well and truly fell off the economy, we had a thing called social media, which effectively had become a “free” (except for your time and effort of course) way to promote you and your business.

At Fuzion we were quick out of the traps offering people training on the various social media platforms and when it came to our own clients we were doing our very best to get them up and running and fully embracing this new and exciting medium.

I remember at that time when we devised marketing plans for prospects, complete with a range of different tactics to achieve their objectives, we would always have social media as one of the first tactics to discuss. After all it was free, it was new and it provided another great way to reach their target audiences but in a special and unique way demonstrating the personality of the organisation and those working there.

We discovered very quickly that we shouldn’t have social media as one of the first tactics because with many people we presented to you could visibly see the “shutters coming down” and we would lose their attention.

Quite simply they didn’t want to hear about this ‘new fangled’ thing called social media.

As usual there were a few who broke from the pack and made it work really well for them and bit by bit the word spread that social media could be great for business.

We find ourselves 10 years down the road and with many people, the whole thing with social media has flipped.

In many cases now, prospects call and their request is for Digital Marketing and they don’t want to hear anything about other forms of, let us call it ‘Traditional Marketing’ … the way it used be in the old days!!

So, where are we and where should we be on this Digital to Traditional spectrum?

While digital is great and on the face of it, very measurable, the truth is the social media platforms are overloaded with low quality content, the algorithms have squeezed the life out of “organic” (non paid for posts) and to reach your audiences you must invest in advertising, which is increasing in cost all the time.

The resulting problem that we face is that your social media post, that you have had to resort to putting budget behind now appears as a “sponsored” or “promoted” post and has effectively just become an advert of sorts.

However, social media is very powerful as it allows you demonstrate your personality in a way that other media can’t, it allows you to interact with other users and when you are advertising, it does allow you to target very precisely, depending on the type of audience you need to reach and the social media platform that you are using.

When we talk about Traditional media I am talking about PR, print and outdoor advertising, direct marketing, events, sponsorship and I even include email marketing in this boat.

All of these methods for reaching your audience can be really effective and depending on your objective they can be powerful ways of generating brand awareness or generating leads.

And we have PR sitting in the middle of all of this activity, that art and craft of getting your organisation covered positively in the media, which can be in print or online – at this stage it really doesn’t matter which, as long as you are able to reach your target audience. PR kicks in as well, where the objective might be to try to keep an organisation out of the media or to navigate it through a time where there might be a situation, which could potentially damage their reputation and business.

Trying to cope with all of this can be very difficult, so it’s very important to know your audience and figure out how you can reach them – rarely is this a silver bullet situation with one audience and one perfect method of reaching them.

For example attracting the attention of talent could be just as important to the organisation as selling goods and services to customers.

All paid for media (advertising) comes from the organisation and our savvy consumers know this and as a result may not believe the “sales pitch”.

The sales pitch becomes much more believable when there is some form of 3rd Party verification, which could be an article by a journalist or a review by a customer.

In effect, PR can be the valuable trigger in the middle that increases the return from both advertising and other forms of promotional activity, social media and other online activity, because the customer is more convinced because of this third party verification that we referred to.

So … what’s the magic formula for success?

It’s knowing your audience, figuring out how to target them, choosing that mix of Digital and Traditional tactics to reach them effectively and then carefully monitoring the results to figure out what worked and what didn’t.

While digital marketing can provide great analytics and stats, be careful that you don’t avoid traditional activity just because it’s not as easy to measure.

As a full service agency it is our role to create fully integrated campaigns with that special mix that we believe will deliver optimum results for our clients.

By carefully planning, coordinating, weaving and executing all of these elements together, we believe clients will get an exponential return on their investment. So can you !

If we can help you let us know!

The very best of luck!….

Greg

Greg Canty is a Partner of Fuzion Communications, a full service Marketing, PR, Graphic Design and Digital Marketing agency with offices in Dublin and Cork, Ireland

PR Stunt – “Dove Real Beauty Sketches”.

September 2, 2019

Dove campaign

The company Dove is legendary when it comes to creating world renowned publicity stunts and one of my favourites has to be the short film they created in 2013 titled, “Dove Real Beauty Sketches”.

Throughout the short film , Dove investigates further into female self-loathing and hatred. It is safe to say that women in this modern era lack a great deal of self-esteem.

This self-hatred stems from the likes of social media, beauty magazines and gorgeous celebrity models. Women are forced to compare themselves to an image that is most arguably face-tuned and photo-shopped.

Dove believe that women undervalue their true selves and that women are “their own worst critics”. However, in order to battle this phenomenon of self-critique, Dove invited a number of women to describe their face to a sketch artist.

The comments made by these women in the video are extremely disheartening.

One of the most shocking remarks was from a woman who immediately stated that she had a “fat, rounded face” when asked what was her most prominent feature. This proves that most women immediately focus on the negative aspects of themselves and see it as their most prominent feature instead of a positive aspect, such as their eyes or smile.

Dove campaign

Thankfully the video includes a surprising turn of events in which each woman had to chat with a stranger after describing their appearance.

After a long chat, this new acquaintance was asked to describe the face of the women they were just talking to.

Finally, the film concludes with each woman examining two pictures of themselves, one drawn with the details they had given and the other with the details given by the stranger. What is completely unbelievable is that the two images are strikingly different.

The image described by the stranger is clearly more flattering and complimentary of the woman. This image is also a lot more similar to the women’s actual appearance. The images described by the women themselves seem to be more depressed, older and fatter than the other picture.

Dove campaign

This short film is revolutionary in my opinion as it reminds women that what we see every day in the media is not real and most importantly extremely unattainable.

I find myself looking at bloggers and celebrities on Instagram and comparing myself to them and discovering faults in my own appearance. However according to Dove I must realise that I am more beautiful than I think.

I hope every woman watches this film and gains a sense of confidence and comfort in their own skin. I also believe that the media has a moral obligation to promote real beauty and beauty diversity rather than an unrealistic photo-shopped image.

This in turn could demolish this common self-hatred among women.

Eimear

Eimear McKenna wrote this blog post when she was on a week’s work experience with Fuzion Communications, a PR, Marketing, Graphic Design and Digital Marketing Agency in Ireland with offices in Dublin and Cork

About Eimear (in her own words!)

I am 19 and currently studying English, History and Classics in UCD. This course has unleashed a true desire within me to write and elaborate stories. I am also a fully qualified associate teacher in Speech and Drama.

As a Drama teacher I meet many people every day and organise events such as the Feis and musicals/plays. It is a combination of these interests that has created an aspiration of mine to fulfill a career in PR. As a teenager I also love to follow many different influencers and fashion bloggers on Instagram, which has also added to my interest in PR as I would hopefully be working with these influencers every day


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