Dove Partnered with Blogger Karen Monserrat for Its Dermacare Line
Katherine Pendrill — May 24, 2017 — Marketing
In order to tap into the Hispanic market for its new Dermacare Scalp line line, Dove teamed up with beauty blogger Karen Monserrat. Of Mexican heritage and based in San Diego, Monserrat helped the brand reach young Spanish-speaking consumers living in the US.
In her 35-second spot for Dove, Monserrat promotes the use of the Dermacare Scalp line as a great way to treat dandruff and other scalp issues. The entire ad is shot in Spanish, just like the beauty vlogs that Monserrat creates for her own YouTube following of more than 350,000 subscribers.
With many young consumers looking to their favorite influencers for advice and product recommendations, Dove's collaboration with Monserrat demonstrates how brands can connect with Hispanic youth in a seamless way.
In her 35-second spot for Dove, Monserrat promotes the use of the Dermacare Scalp line as a great way to treat dandruff and other scalp issues. The entire ad is shot in Spanish, just like the beauty vlogs that Monserrat creates for her own YouTube following of more than 350,000 subscribers.
With many young consumers looking to their favorite influencers for advice and product recommendations, Dove's collaboration with Monserrat demonstrates how brands can connect with Hispanic youth in a seamless way.
Trend Themes
1. Influencer Marketing - Dove's partnership with Karen Monserrat exemplifies the power of collaborating with influencers to reach targeted consumer segments.
2. Ethnic Marketing - Dove's focus on the Hispanic market through Karen Monserrat shows the potential for brands to tap into specific cultural communities for increased engagement.
3. Multilingual Advertising - Dove's Spanish-language ad featuring Karen Monserrat highlights the opportunity for brands to connect with diverse audiences through localized content.
Industry Implications
1. Beauty & Personal Care - The collaboration between Dove and Karen Monserrat demonstrates how influencer marketing can be leveraged to promote beauty and personal care products.
2. Advertising & Marketing - The success of Dove's influencer campaign with Karen Monserrat showcases the potential for innovative marketing strategies in reaching targeted consumer segments.
3. Digital Content Creation - Karen Monserrat's partnership with Dove highlights the role of influencers as content creators and the opportunities for collaborations in the digital space.
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