'Turntable Rider' Turns Your Bike Into A Music Mix Pad (Video)
Retailer's Shadow-Activated QR Code Boosts Sales 25% (Video)

Dove Lets You Give Facebook Ads A Makeover (Video)

 

Unilever's Dove brand has a new entry in its ongoing "Campaign for Real Beauty" campaign - a new effort in Australia that lets women switch out Facebook ads that are downers - beauty ads that feature negative imagery - with uplifting ads that let women eschew beauty industry stereotypes.

In my book, THE ON-DEMAND BRAND, I take an in-depth look at this iconic campaign; interview Laura Klauberg, Unilever's then-SVP of Global Media about some of the astonishing results the campaign has been generating; and examine how the brand reconciles the fact that while Dove is working to help women foster healthy body images, its Axe deodorant and body wash brand, well, not so much.

Read more about the ad makeover initiative here.

And read more about THE ON-DEMAND BRAND here.

And you can hear excerpts from from my source interview with Laura Klauberg here:

Part 1: The Power of 'The Big Brand Idea'

Part 2: The 'Evolution' of Dove

Part 3: Fostering Brand Innovation

Part 4: Getting Personal with Social Media

 

Read more here.

Like us on Facebook

Follow us on Twitter

And check out our new Gen Wow iTunes channel

-----------------------------------------------------------------------

 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

-----------------------------------------------------------------------

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name is required. Email address will not be displayed with the comment.)