Marketing Week reports Dove are creating a digital channel.
Well isn’t this the ultimate content challenge? It’s effectively non-stop adverts (like Steve Jobs’ keynote speech) and it’s going to take some very, very, good content to attract people.
Will it work?
Not many companies can get away with it, Apple can, Microsoft can’t. Harley Davidson can, Volkswagen can’t. Dove? Maybe. Their real beauty campaign was a phenomenon, but attracting and keeping an audience concerned with real beauty is to begin treading on the turf of some very experienced media.
Fortunately, it really shouldn’t cost much, and it’s certainly worth an experiment. Football teams have had branded TV channels for years, whether more corporate companies can manage it will depend upon the quality of their content.