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.

People in this episode

Host: Creator Economy Live

Guest: Dana Paolucci

Topics covered

• influencer marketing
• creator economy
• community-driven programs
• brand strategy
• trust in marketing

Keywords

• Dove
• influencer strategy
• creator programs
• earned content
• community marketing

Mentioned in this episode

Organizations: Dove, Unilever

Products: Crumbl

Books & works: Bridgerton

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