Friends, lovers, countrymen give us your tweets. At least that’s what Unilever CPG beauty brand Dove is asking as part of their interactive Valentine’s Day campaign unveiled at London’s Victoria Station yesterday. A prime example of how a brand can successfully align message, medium and strategy, the twitter-based campaign, which runs from February 13-19 invites London’s over 350,000 daily commuters to respond to questions such as Monday’s “Tell us: What makes you feel beautiful every day?” and today’s “What do you love about your Valentine?” Responses, which can be sent via tweets using the #DOVELOVE hash tag, by SMS DOVELOVE to 60002 or via the Dove Facebook page at Facebook.com/dove will be streamed in real time and displayed on a ‘tweet screen’—a JCDecaux large-format Transvision screen. Adding to the experience, Dove brand ambassadors posted at the station will be on hand passing out small gifts related to each day’s question such as tulips to celebrate Valentine’s Day.
The campaign, as reported in Ooh-TV was created by Kinetic, Mindshare and Billington Cartmell and fits nicely into the larger “Dove® Campaign for Real Beauty” launched in 2004 and the 2010 “Dove® Movement for Self Esteem” in addition to supporting their overall mission to “challenge beauty stereotypes” and improve self esteem among women and girls. In a comment to Marketing Week, Jocelyn Hsieh, senior brand development manager for Unilever in the UK commented “We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove’s warmth to Londoners during their daily commute. We look forward to seeing Londoners’ reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station.”
Whether you tweet a response of your own or just take a moment to browse the ones of others the campaign is sure to bring a smile to your face.