We launched The Speak Beautiful Effect - a new technology that ‘reads between the lines’ of your tweets to decode your impact related to beauty and body confidence. Powered by an algorithm that analysed 6 months of users’ Twitter history, it provided insights into how users currently speak about beauty online. It gave you a personal assessment of your behaviour, as well as suggestions on how to be more positive.

Once you retweeted a specific Dove post, behind the scenes, the technology would sift through users’ Twitter history. One of 46 different positive or negative emotions – such as love, affection, anxiety or anger – were assigned to all body, beauty and emotion posts to identify and categorize the tweets. Within minutes, users were sent a link to their own assessment. It revealed: How your mood and tone changed when you talk about beauty; How your choice of words compared against other users and when you tweet most frequently about appearance, with insight into moments in the day when you skewed more positive or negative. A unique link was sent to each person who retweeted the post, giving users a visual evaluation of their beauty conversations.

On the day we launched the #SpeakBeautiful Effect, the program organically trended on Twitter. Over 60,000 users opted-in to receive their Speak Beautiful Effect with 15% of those users sharing their results to their followers. Throughout the campaign, Dove’s content out-performed other beauty, body and femvertising content by 1.7x. Overall, there were 70% more positive tweets and 36.8% less negative tweets compared to the previous year, which many media outlets attributed to the #SpeakBeautiful Effect campaign.

With 4.9 billion impressions and over 163,000 #SpeakBeautiful mentions, Dove owned the intersection of social media and beauty conversation.