How Dove Scales Creator Marketing: Inside Unilever’s “Influencer in Every Zip Code” Playbook with Dana Paolucci
About this episode
Dana Paolucci discusses Dove's evolution in influencer marketing and the importance of trust over follower count.
Send us Fan Mail This week on the Creator Economy Live Podcast, we’re joined by Dana Paolucci, Head of PR & Influence for Dove North America. Dana walks us through a decade-long evolution of Dove’s influencer strategy—from one-off campaigns to always-on, community-driven creator programs. We dig into standout activations (Crumbl, the GRAMMYs, Bridgerton), the rise of earned creator content, and why “influencer in every zip code” isn’t about follower count—it’s about trust.
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