Dove Social
Building and leading the organic social ecosystem behind one of the world’s most recognized brands.
Role: Client Partner, Social Lead
Scope: Social strategy, Creative ideation, Content production, Publishing, Measurement, Consultancy
THE CHALLENGE
Turning brand love into social relevance
Dove has decades of brand equity, from its commitment to Real Beauty to the trust built through high-quality products and a passionate community. The challenge was converting that existing love into relevance for a new generation, in a social landscape where challenger brands were winning through speed, cultural fluency and constant connection.
THE OPPORTUNITY
Build like a challenger, scale like a global brand
The opportunity was to combine the agility and cultural instincts of a challenger brand with the strength of Dove’s legacy. By creating a more agile, efficient content ecosystem, we enabled Dove to move at the pace of social, delivering daily, culturally relevant storytelling across global channels while staying true to its purpose.
BUILD A SYSTEM, NOT A PLAYBOOK
For a brand as established and complex as Dove, a static content playbook risked creating the very thing we wanted to avoid: predictable, disconnected brand behaviour.
We replaced the traditional model with an evolving social framework, one built to continuously learn, adapt and create relevance. The result was a more agile operating model that allowed Dove to move at the speed of culture while balancing the needs of a diverse global portfolio.
RESULTS
Brand impact: Driving performance and stronger partnership
The new social operating model delivered against and exceeded key performance benchmarks, driving stronger engagement and meaningful audience connection across Dove’s global channels.
Beyond performance metrics, the partnership strengthened client confidence and satisfaction by creating a more strategic, collaborative approach to social, positioning my team as an extension of Dove’s brand team, not just a content supplier.
Agency impact: Creating a blueprint for social excellence
The ecosystem, team structure and ways of working I established for Dove became a blueprint for how the agency approached social partnerships more broadly.
By creating a scalable model for strategy, production, client servicing and measurement, I elevated the agency’s social offering and established new standards for delivering always-on social work for other clients.
Beyond Always-On
Expanding Social’s Role Across Dove
Building a new approach to paid social
I led paid social strategy and creative development across multiple Dove categories, spanning both core products and innovation launches.
By applying the insights, behaviours and creative principles developed through always-on social, we created a new approach to paid content, developing FYP-ready ads designed for the platform.
The focus shifted from traditional product advertising to social-first storytelling: content that felt native, culturally relevant and engaging, while still delivering against commercial objectives.
This approach helped establish our team as Dove’s go-to partner for below-the-line product launch paid social strategy and production, bringing a more effective and modern approach to how the brand showed up in paid placements on social.
Strategic Consultancy: Shaping Dove’s Future in Culture
Alongside ongoing social delivery, I partnered with Dove’s global masterbrand team on high-priority strategic initiatives, helping define how social could play a greater role in broader brand moments and business conversations.
This included developing the social strategy behind Dove’s growing role in sports culture, including major cultural moments around the Super Bowl and Dove’s partnership with FIFA World Cup 2026, supporting Dove’s wider commitment to keeping girls in sport through its Body Confidence programme.
For these projects, my team acted as a strategic extension of the Dove team, developing social insights, strategic frameworks and recommendations that helped shape how the brand could authentically participate in sports conversations and connect its purpose to broader cultural moments.
The work also played an important role in educating internal stakeholders, ensuring social was considered earlier in marketing conversations rather than simply used as a channel for campaign amplification.
The partnership evolved beyond content delivery into strategic consultancy, with Dove’s global teams using our materials in key internal stakeholder discussions to advocate for more social-first thinking across the organization, reinforcing social as a critical driver of cultural relevance, not just a communications channel.
