Podcast Summary: The Big Impression – Unilever’s Ryu Yokoi on Dove’s Sweet-Smelling Campaign

Episode Title: Unilever’s Ryu Yokoi on Dove’s Sweet-Smelling Campaign
Release Date: July 23, 2025
Host: Damian Fowler
Guest: Ryu Yokoi, Chief Media and Marketing Capabilities Officer for North America at Unilever
Duration: Approximately 15 minutes

Introduction

In this episode of The Big Impression, hosts Damian Fowler and Ilyse Liffreing engage with Ryu Yokoi from Unilever to dissect Dove’s innovative "Hot Seats" campaign. This campaign aims to normalize conversations around full-body freshness, leveraging both digital and real-world platforms to connect with consumers in authentic and unexpected ways.

Campaign Overview

Ryu Yokoi introduces the Hot Seats campaign as a bold initiative by Dove to foster open dialogues about body freshness. The campaign spans various environments, including concerts, social media, retail spaces, and digital platforms, emphasizing Dove's commitment to making personal care conversations more inclusive and relatable.

Notable Quote:

"Hot Seats originated from social listening within the community." — Ryu Yokoi [00:47]

Origin and Strategy

The inception of the Hot Seats campaign was driven by keen social listening. Dove identified a gap during the Sweat Tour, where despite the popularity of artists like Charlie XCX and Troye Sivan, the concert experience was marred by unpleasant odors.

Key Points:

• Community Insights: Dana Palucci, Dove’s PR and influencer lead, noticed the poor odor management during the tour.
• Strategic Timing: Dove seized the opportunity by launching its whole-body deodorant just before key performances in Los Angeles.
• Creator Engagement: Influencers were invited to test and promote the product in real concert settings, enhancing authenticity.

Notable Quote:

"We kind of did a takeover, putting our product in the bathrooms." — Ryu Yokoi [01:21]

Execution and Activation

The campaign was executed with remarkable speed, launching within ten days. The strategy focused on creating immersive brand experiences rather than fleeting moments.

Key Points:

• World-Building Approach: Emphasizing long-term brand presence over short-term activations.

• Humorous Tone: Incorporating humor to enhance authenticity and relatability.

  Notable Quote:

  "The brand is really comfortable in its own skin." — Ryu Yokoi [02:34]

• Strategic Placements: Effective use of digital and out-of-home advertising, such as subway screens in New York, which resonated well with the audience experiencing real-time heat and humidity.

  Notable Quote:

  "If you're blessed to be next to somebody who's wearing Dove on the subway... this is a good ride." — Ryu Yokoi [03:16]

Measurement and Performance

Yokoi emphasizes the importance of robust measurement frameworks to assess campaign impact.

Key Points:

• Immediate Feedback: Initial success was gauged by the positive reception during the concert takeover and subsequent product launch on platforms like Amazon.

• Isolated Metrics: The campaign’s timing allowed for clear attribution of success without overlapping events.

  Notable Quote:

  "We were able to isolate that way." — Ryu Yokoi [05:02]

Future Channels and Trends

Dove aims to remain agile by tapping into emerging platforms and adapting to where consumer conversations are happening.

Key Points:

• Expanding to Reddit: Recognizing the growing relevance of Reddit for community discussions.

• Audio Engagement: Leveraging music-driven elements and audio platforms to complement visual campaigns.

• Nimble Adaptation: Shifting focus to platforms like TikTok based on real-time engagement metrics.

  Notable Quote:

  "We try to be nimble and agile and really be where the discourse is happening." — Ryu Yokoi [06:00]

Cultural Impact and Long-Term Goals

Yokoi discusses Dove's broader mission to build brand desire at scale by engaging deeply with communities and fostering meaningful dialogues.

Key Points:

• Community Engagement: Creating platforms for multi-directional communication rather than one-way broadcasting.

• Body Confidence Initiatives: Partnering with brands like Nike to develop curricula that support young women in sports, addressing body confidence issues.

  Notable Quote:

  "When we show up and add value, we build trust and can have different kinds of dialogues." — Ryu Yokoi [13:30]

• Campaigns with Purpose: Ensuring that brand messages align with social causes, such as body confidence in sports, thereby reinforcing Dove’s commitment to societal well-being.

Rapid Fire Segment

In the closing segment, Yokoi answers rapid-fire questions, offering insights into his current obsessions and observations about the marketing landscape.

Highlights:

• Simplifying Complex Campaigns: Focused on making digital marketing more sustainable and manageable amidst increasing complexities.

  Notable Quote:

  "How we make working in this digital landscape easier for everybody involved." — Ryu Yokoi [08:50]

• Data Integration Challenges: Highlighting the need for better data integration in traditional retail to match the insights available in direct-to-consumer models.

• Admiration for Lego: Praising Lego for its ability to collaborate with major brands and maintain its cultural relevance.

  Notable Quote:

  "They've become almost a currency within the way that so many other brands are trying to build their IP." — Ryu Yokoi [10:22]

Conclusion

Ryu Yokoi’s discussion offers a comprehensive look into Dove’s strategic maneuvers to stay relevant and impactful in a rapidly evolving market. By prioritizing authentic community engagement, leveraging humor, and embracing agility in campaign execution, Dove exemplifies successful brand leadership. Additionally, Dove’s commitment to social causes like body confidence in sports underscores the brand’s dedication to creating meaningful cultural impacts.

Closing Quote:

"It's only authentic if people believe it." — Ryu Yokoi [15:04]

This episode was produced by Molten Heart, with the theme by Loving Caliber and associate producer Sydney Cairns.