Dove announced it is launching the Dove Digital Channel, a consumer destination site that presents The Campaign for Real Beauty and the Dove product portfolio to visitors. According to a press release, the new media channel signals a new approach to Dove's online marketing, providing a dedicated digital presence that will expand the brand's relationship and dialogue with its consumers. The Dove.com site launched April 10 in the U.S. and will be rolled out globally with upcoming launches in the U.K. and Canada over the next three months.
"Our goal is to become a global leader and a true digital media force by completely redefining the digital experience for women worldwide," said Kathy O'Brien, marketing director for Dove in North America. "We can do this by leveraging the Dove 'real beauty' credentials—our philosophy, compelling content and product offerings."
The Dove Digital Channel is the re-launch of Dove.com as a unified worldwide digital presence designed to be a trusted source for information, education and inspiration. The Channel experience is directly aligned with the brand mission: to make more women feel beautiful every day by widening today's stereotypical view of beauty and inspiring women to take great care of themselves.
OgilvyInteractive, MSN and Dove developed the Dove Digital Channel to build on the existing real beauty conversation and redefine the digital experience through the development of a robust online community. The digital site will personalize each visitor's experience based on each individual's choices and combines technical innovation with intelligent design.
The Dove Digital Channel will feature an editorial board of experts, inspirational guest editors and specially selected "ambassadors" to drive conversation around provocative, timely and relevant topics central to the "real beauty" debate. Women will have the opportunity to join the conversation through blogs and message forums at both Dove.com and Dove.MSN.com. In addition, women will have the opportunity to learn about Dove products through video shorts, op-ed pieces and editorial online.