“The D.J.’s are real girls who are culturally relevant. “As a brand, Dove does not want to focus on celebrities,” he said. Joe Maceda, Mindshare’s director of client leadership, said that using D.J.’s for this campaign added to Dove’s credentials because the women were so influential with young consumers. to develop the Rebalance campaign, including Web banners, mobile media and the Web site - and Mindshare, a New York agency in the GroupM media services unit of WPP. O’Brien said the Rebalance campaign would take the majority of the category’s ad spend this year, but she did not disclose the exact figure.ĭove worked with the digital creative agency Ryan Partnership, based in Wilton, Conn. “We used our expertise in music and understanding millennials to help cast three young talents who have their finger on style and pop culture,” said Jeannie Scalzo, senior vice president of MTV Integrated Marketing.ĭove spent $34.1 million last year on deodorant category advertising, according to Kantar Media. Dove formed a partnership with MTV in 2008 when it introduced the Go Fresh line. Kuts, based in Philadelphia, at the online music awards.ĭove approached the three D.J.’s directly, after teaming up with MTV to identify them and create the campaign for Rebalance, which is part of Dove’s midprice Go Fresh deodorant line. Leyland, who is known for her disc spinning at New York fashion events, will be employed similarly at Fashion Week, and Ms. The video will be available on after the awards. Who will report live from the video music awards, interviewing musicians on the red carpet and sharing her take on the music scene. This week, Dove began running 30- and 60-second commercials on MTV to introduce the trio. The campaign, which focuses on social engagement and not a strong product sell, reaches out to buyers with its Web site, commercials on MTV and social media, including Facebook and Twitter.Īll three women took part in a MTV tour this summer to introduce new young musicians and to drum up interest in the MTV video music awards, and two other events - Fashion Week, in mid-September, and an MTV online video awards ceremony, expected to take place in October. O’Brien said, to prolong product awareness. ![]() ![]() This month, Dove introduced its “Fresh Spin” campaign, Ms. The spots, which began in July, will run until the end of October on broadcast and cable networks, including ABC, Fox, NBC and Bravo. Unilever first introduced Rebalance with 15- and 30-second television spots, created with Ogilvy, with the product presented by a young woman amid a shower of doves. ![]() Unilever also worked with its advertising agency, Ogilvy & Mather Worldwide, owned by the WPP Group, to make the “Evolution” video showing a model’s face being eerily transformed into perfection for a commercial. ![]() The Dove brand styles itself as a marketing trendsetter through its early use of the Internet as a marketing channel and its real beauty campaign, which drew praise for promoting women’s self-esteem and criticism because the women wore only underwear. “They are sharing personal stories, style secrets and music insights they have gathered by having the pulse of all that is cool.” “These 20-something D.J.’s are arbiters of what’s cool and fresh in music, fashion and pop culture,” she said.
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