RM: What have you learned so far as you have started to invest
more heavily in digital?
LK: The first lesson—and this lesson I think pertains to any
medium—is to stress the brand idea. If you have a big brand idea,
whether you’re talking about television, or you’re talking about
print, or you’re talking about digital, it makes a significant differ-
ence. Particularly in the digital space because it provides an oppor-
tunity to engage consumers in unprecedented ways—in ways that
just running a thirty-second television ad or a static print ad didn’t in
But if it doesn’t start at the core with a really engaging brand idea,
no one’s going to bother to interact with or engage with you.
RM: Obviously some of the most innovative work Unilever’s done
has been for the Dove brand, with the “Campaign for Real Beauty.”
Why, even after all these years, has this multiplatform initiative been
so powerful in the marketplace?
LK: It goes back to the essence of what Dove is about; it’s about
redefining beauty stereotypes.
What we’ve learned on a global basis is that women feel passionate
about that subject. And any time you find a group of consumers that
feels passionate about something, they want to speak out on it.
I think that whole brand platform has really lent itself to the digi-
tal space because we’ve afforded women an opportunity—whether it’s
posting a message on a message board or it’s [asking consumers to cre-
ate] a Dove commercial, as in the case of Dove Cream Oil, where we
got far more entries than we had ever anticipated.
When women feel strongly about something, and you give them a
platform to speak out, or to create something, or to engage with one
another, they’ll jump on it. That’s why they’ll send a video to all their
friends. They’ll post the Evolution video on their Facebook page or
their MySpace profile and write on the Dove message board on our