Dove Always On 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.