Marketing Trends

Photo: Snapshot from Unilever site Dove won 6 Cannes Lions award for a campaign that featured something most brands spend years trying to control. 'Customer opinions' They didn’t take carefully curated reviews or influencer-polished testimonials. They took the first 50 Reddit reviews, positive and negative reviews of a product, and turned them into the campaign. As Emily Barfoot, Head of Dove U.S., put it, "We're not going to please everyone, but we will hopefully please a ma