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Dove's Calming Night a Cross-Media Success

Unilever Dove brand's successful campaign for a new line of Calming Night soaps and lotions relied on a mix of old and new media - and was one of the first and largest online launches of consumer packaged goods, writes MediaPost. Dove teamed with Mindshare Entertainment to create mini-site, featuring three webisodes starring Emmy-winning actress Felicity Huffman from "Desperate Housewives." Penny Marshall developed the "Nighttime Classics" webisodes in which Huffman is transported into "Leave It to Beaver," "The Munsters" and "The Brady Bunch" episodes.

TV commercials on NBC and ABC drove women to the webisodes, which women forwarded to friends. Print ads pointing readers to the micro-site appeared in entertainment magazines.

Online, banner ads appeared on AOL, Yahoo, iVillage, Pogo, and WebMD, but mostly AOL, which dovetailed Dove's campaign with the launch of the second year of its "Chief Everything Officer" program, recognizing men and women who juggle home and career. With Dove as the CEO site's main sponsor, AOL helped design of the site and gave the new products a major presence on the CEO site.

Related coverage:

- Nike Campaign Celebrates Thunder Thighs
- 'Sprays of Her Life' Web Soaps Seek Audience
- P&G Tackles Unilever's Successful Sprays with Marketing Blog
- Unilever: Will Triple Online Spend


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