Unilever resumes Dove Positive Change campaign
Unilever conducted a social media campaign last week as part of its "Dove Positive Change" campaign. During the broadcast of the Victoria's Secret Fashion Show on Dec. 10, Dove Canada monitored Twitter and responded to self-critical messages from women about their own appearance with positive messages. According to the company, Dove sent out 70 messages during the broadcast to women watching the show. This element of the promotion was accompanied by "paid media amplification" via Twitter and the release of an online video.
Creative for the Dove Positive Change campaign is developed by Ogilvy. Other agencies working on the initiative include Earned Media, Harbinger and Mindshare.