Dove gets all-digi with CTV.ca

Dove unveiled its first all-digital consumer campaign this summer, freshening up CTV’s online video player and show inventory in the process.

Dove unveiled its first all-digital consumer campaign this summer, freshening up CTV’s online video player and show inventory in the process.
The execution, handled by PHD, includes four channels on the Dove-branded player – Cool, Revive, Energize and Burst – with each tab featuring a particular scent of Dove deodorant and also corresponding to CTV’s program roster.
“CTV offered the right mix of compelling programming and content that the Dove Go Fresh consumer is interested in,” says Sharon MacLeod, director of marketing, Dove. “The digital environment presented the ideal opportunity to showcase the Dove woman across many different scenarios.”
For instance, the Revive channel streams season one of Scoundrels and Make It or Break It, as well as an original lifestyle series from the Unilever brand called Get Fresh, in which host Julia Black explores the latest fashion, beauty and fitness trends. There are 13 episodes of Get Fresh scheduled to roll out this summer and visitors can sign up for mobile alerts when new content is added.
The Energize channel streams four web-only series that are currently aired on TheWB.com in the U.S., including The Lake, about a group of young, attractive people hanging out at the beach, co-produced by Jason Priestley (Beverly Hills 90210) and Jordan Levin (former CEO of The WB). The rights deal for these web series was arranged in house by CTV.
CTV is promoting the webisodes on CTV.ca with banner ads and on television. The campaign coincides with the launch of the network’s first Facebook application, which can be added to users’ profiles. It refreshes when a new episode is added, and allows fans to share links with Facebook friends or directly via their news feed.