Dove launches interactive tweet campaign

Dove is launching an interactive Valentine’s Day campaign as part of its ongoing Real Beauty positioning inviting people to tweet reflections about the beautiful women in their lives.

Dove's Real Beauty Campaign
Dove’s Real Beauty Campaign

The brand is using digital outdoor screens in London’s Victoria station to engage consumers and “spread a little love” around Valentine’s.

From today (13 February) Dove will post a different question each day on the large-format Transvision screens in the station inviting passers-by to respond with thoughts and reflections on beauty and happiness.

The responses will then be streamed in real time on the screens.

Experiential activity will also see Dove giving out free gifts that relate to the day’s question.

Jocelyn Hsieh, senior brand development manager on Dove Global, says: “We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove’s warmth to Londoners during their daily commute. We look forward to seeing Londoners’ reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station.”

The campaign, created by Kinetic, Mindshare and Billington Cartmell, is running until 19 February.

Unilever’s senior vice-president of marketing Marc Mathieu recently talked about the need for brand marketers to “be more noble” and approach marketing with a social purpose as well as to drive sales. He highlighted Dove’s Real Beauty positioning as a frontrunner of its “crafting brands for life” strategy.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here