TakeAway: Women disc jockeys are the newest trendsetters for music, fashion and popular culture. So, Unilever hired 3 of them for its new “Fresh Spin” campaign, aimed at young female consumers for its Rebalance branded deodorant products.
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Excerpted from NY Times, “She hopes to help a Dove campaign become a hit”
Dove is working with MTV for its new “Fresh Spin” campaign, whose first big event occurs at the Video Music Awards … targeting females ages 12 to 34 …
The brand is showcasing three young women D.J.’s in a new video series, social media and a new Web site. The D.J.’s also are engaging fans in an interactive music game on the Internet site …
“Women disc jockeys are the newest trendsetters for music, fashion and popular culture,”…
This month, Dove introduced its “Fresh Spin” campaign, which focuses on social engagement and not a strong product sell, reaching out to targets with a Web site, commercials on MTV and social media, including Facebook and Twitter.
The Web videos are behind-the-scenes looks into the lives of three D.J.’s — Jessica Who, Chelsea Leyland and Diamond Kuts — showing them in some sweaty situations, suggesting the need for deodorant …
This week, Dove began running commercials on MTV to introduce the trio. Ms. Who will report live from the video music awards, interviewing musicians on the red carpet and sharing her take on the music scene. The video will be available on dove.mtv.com after the awards …
“As a brand, Dove does not want to focus on celebrities … The D.J.’s are real girls who are culturally relevant. They aggregate ideas about movements, fashion and, of course, music.”
Edit by KJM
The Homa Files 
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