Excited to relay the news about a new production from our Branded Entertainment and Experiences Team (BEET) greatly integrating brand content strategy to our platform while powerfully engaging with women.
Leveraging the success of the Real Beauty campaign Dove has embarked on a unprecedented online community project. The brand new Dove Digital Channel aims to grow a vibrant and active community of real women discussing real beauty. Women are able to interact and challenge a notable board of editors leading the community sections, share their experiences within forums, comment articles, blog their thoughts and watch videos on the Real Beauty topic . And of course learn more about Dove products and philosophy while being on the platform. In the coming months, the channel will be localised in Canada, UK, Brasil, Spain.

Definitely a meaningful step for Dove in thinking more broadly about how the brand presents itself differently based on consumer interest (product vs. community), age group (older, younger or core target), and point of entry (headline vs. media vs. product promotion).

For more, read Wall Street Journal Online article (subscription only) .