顧客評論主導護膚宣傳活動
Dove 從 Reddit 蒐集意見打造 r/eal reviews
Dove 發起一項名為「r/eal reviews」的營銷活動，核心是公開放大 Reddit 上未經編輯的用戶回饋。這些評論素材，來自品牌 Intensive Repair 10-in-1 Serum Mask 產品的真實用戶評論。
Dove 在「r/eal reviews」計劃中的策略，是將坦率、匿名化的網上評論，轉化為戶外廣告、數碼媒體及一場實體公共裝置活動的核心創意內容。品牌刻意同時呈現正面及負面的評價。這些來自 Reddit 的用戶回饋，將於 2 月 5 日及 2 月 6 日，透過在紐約市 Flatiron Plaza 舉行的一場快閃體驗活動正式呈現。在這場活動中，品牌將展示加大版的評論看板。
「r/eal reviews」活動，被定位為品牌一貫「Real Beauty」營銷理念的延伸，善用社群主導論壇所帶來的真實感，強化消費者對產品效能的信心。
英文原文
Dove has initiated a marketing campaign titled r/eal reviews, which centers on the public amplification of unedited user feedback from Reddit. The sourced testimonials are regarding the brand's Intensive Repair 10-in-1 Serum Mask.
Dove's strategy with the r/eal reviews initiative involves transforming candid, anonymized online commentary into the core creative content for out-of-home advertising, digital media, and a live public installation. The brand intentionally presents both positive and negative assessments. The user feedback from Reddit will be activated through a live pop-up experience in New York City's Flatiron Plaza on February 5 and February 6. At the activation, the brand will present oversized displays of the reviews.
The r/eal reviews campaign is positioned as an extension of the brand’s established 'Real Beauty' marketing ethos by leveraging the perceived authenticity of community-driven forums to underscore confidence in the product’s performance.
- 來源
- Trend Hunter
- 發布
- 2026-02-05
- 品類
- Internet
- 出處
- dove