Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Unilever’s Dove Men+Care brand didn’t have its own Facebook page or Twitter account when it launched globally in February 2010. Instead, men were directed to the regular Dove brand’s presences that were chock-full of beauty talk.
Huge fail, right? Not really, said Rob Candelino, Unilever’s vp of marketing. At the time men hadn’t embraced social media at the level most women had, he said. The plan for Dove was to talk to guys via traditional means like TV spots and aim the brand’s social strategy at women, who could then relay the brand to the men in their lives.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in