Oxford Dictionary awarded “selfie” as the word of the year in 2013. With fierce competition from other 2013 trending words (such as, “twerk” thanks to Miley Cyrus), selfie is a popular word with opposing views and one selfie is enough to launch hundreds of likes and thousands of comments (both good and bad).
Although selfie is a modern term that has been exploited for the common act of self-portraiture, it has grown in popularity and attention due to the ease of technology (in today’s case, an iPhone) to capture oneself and most importantly, share oneself. The biggest conversation stems from narcissism, body image issues and criticism that can be faced when completing a selfie photo. Yet, the act of self-portraiture is not a new one; Rembrandt had over 40 self-styled paintings, while his counterpart, Ruben, had only 4. Does this make Rembrandt more vain?
While the internet community debate continues over the acceptance of a selfie, brands are jumping on the reflective surface to try and capture the trend into their strategy. Instead of mocking, belittling or ignoring the popularity of “selfie” and what it can potentially mean to the consumer, no other brand than Dove has embraced it fully into their strategy and hit the hot topic of vanity.
Dove released an 8-minute short film to focus on the young female relationship with the selfie photo and . With over 2 Million hits, and simply titled “Selfie” (to increase the SEO potential), Dove tapped into the hearts and trends of consumers, while offering something heartwarming and messaging enthralled within the brand.
Brands are not only adopting new apps and mediums to promote their brand message, but adapting the topics and trends into their strategy.
You can view the video here:
Link to video: http://www.youtube.com/watch?v=BFkm1Hg4dTI
By: Ivana Markotic