Most big consumer brands have kept Snapchat at arm’s length or more, fearing the messaging app’s reputation. Dove, one of the first big packaged-goods brands to launch an initiative with Snapchat is overcoming industry trepidation by connecting with younger consumers in an effort to boost girls’ self-image. The Unilever brand has begun an effort on Snapchat as part of its annual “Self-Esteem Weekend,” sending “Snaps” on the subject and soliciting replies.
If there’s discomfort with engaging social media on a mass scale, how can we use social media to have more personal, one-on-one conversations with people? #MarsTalk