brand breakthrough
Dove Go Fresh Gossip Girl
idea
Communicate the brand's mission is a way that's relevant to the target.
ignition
The Marketing Arm matched Dove "Go Fresh" with The CW Network to create a video series built around the popular teen drama series "Gossip Girl."
Hosted by "Gossip Girl" star Jessica Szohr, "Gossip Girl: Real NYC Stories Revealed" introduced four real girls from Manhattan's Upper East Side who grew up in the same NYC hotbed as characters of Gossip Girl. They shared their real stories to encourage all 20-something girls to live life with a fresh perspective and inspire others to pursue their dreams.
impact
The program earned a 2010 Silver Effie Award.
