‘Not just transactional’: Dove on the value of treating influencers as ‘strategic partners’
Having generated organic engagement of 1 billion for its first end-to-end influencer campaign, Dove is calling on creators to embody its ‘Real Beauty’ ethos.
It’s been hard to miss the cheers for Unilever since March, when the FMCG giant identified influencer marketing as a “key pillar” of its strategy and pledged to work with 20 times more content creators through a “4V model of social media”.
Dove is one of Unilever’s brands taking the investment in its stride, having launched its first end-to-end creator campaign across 64 digital placements in March amid continued creator investment.
“They’re [creators] definitely a critical part of everything that we do and I wouldn’t even say just from an amplification of a campaign perspective,” says Dove PR and social influencer director, Sarah Potter.
