According to the In-Store Marketing Institute, Unilever's Dove brand teamed with the Wal-Mart's "behind the scenes" microsite for a "Women in Music" campaign promoting the Self-Esteem Fund, an ongoing program that aims to build self-esteem in girls through workshops and other activities. Dove sponsors a special page on the Soundcheck site to publicize the fund and present streaming videos of female recording artists extolling the importance of self-esteem. Among the nine featured artists, singers Miley Cyrus, Jennifer Hudson and Faith Hill are filmed at Dove's Self-Esteem Workshops, a series of confidence-building events open to girls nationwide.
Sister brands Caress, Degree Girl and Pond's join Dove to sponsor other Soundcheck pages.
The artists are featured in spotlight ads and exclusive videos on the Soundcheck site. The campaign also includes Dove print ads that name-check Soundcheck and spotlight Hudson in such consumer magazines as Time Inc.'s Entertainment Weekly and Wenner Media's Us Weekly.