Unilever begins first online-only campaign for Dove
By Adnews Staff
Unilever has begun an online campaign called "Get Fresh" for its Dove line of products. The campaign, which will take place on CTV.ca, takes the form of a series of online videos located at <http://getfresh.ctv.ca>. The videos, aimed primarily at women, focus on topics including beauty, fashion and fitness trends for the summer. The videos are supported by quizzes and product information, as well as alerts delivered to consumers by text message. "CTV Digital worked closely with PHD to create a custom web destination for Dove's first all-digital campaign," said Alon Marcovici, vice-president of digital media at CTV. "Both the client and the audience benefit from executions like this, which marry the strength of CTV's online programming and important information for the audience, in this case fashion, beauty and lifestyle tips."