Evolution of beauty: Dove case study - a new brand activation research model

In traditional campaign post-testing, only the impact of direct exposure (people actually having seen the creative) is measured.

Evolution of beauty: Dove case study – a new brand activation research model

Tom De Ruyck and Steven Van BelleghemInSites Consulting, Belgium

Niels SchillewaertVlerick Leuven Gent Management School, Belgium; and InSites Consulting, Belgium

Severine DistaveResponsible for Dove, Unilever, Belgium

PREFACE

In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains unknown. Insights in the content and dynamics of these conversations could be very useful...

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