Unilever’s Dove Division is overhauling its micro-influencer marketing, content creation and ecommerce strategy with the appointment of a new agency following a competitive pitch.
PrettyGreen will lead activity across key channels as part of an expanded multi-discipline brief and work in close partnership with Unilever’s in-house teams to elevate the role of social and influencer in driving “fame, engagement and conversion” across the Dove portfolio.
The partnership will kick off with a debut activation for Dove, marking the first major campaign delivered under the new integrated remit.
The agency insists the appointment shows how influencer marketing has evolved into a true growth driver.
Its role is to harness creators, communities and commerce in a way that feels native, credible and high impact. With an integrated remit spanning influencer and ecommerce, the agency is building connected ecosystems designed to deliver both cultural relevance and measurable results.
Dove assistant brand manager Jennifer Bibby said: “PrettyGreen impressed us with their cultural understanding, creativity and channel fluency. Their integrated approach across social, influencer and ecommerce, paired with a strong feel for our brands, made them the right partner to accelerate our ambition in 2026. We’re excited to see the impact of our first campaign together for Dove.”
PrettyGreen managing director Sarah Henderson added: “We’re incredibly proud to be partnering with such a powerhouse. Unilever’s brands are culturally defining and purpose-driven, which is a dream for us. With a new multi-channel remit that spans everything from influencer storytelling to TikTok Shop, we’re gearing up for a huge year, starting with a standout moment for Dove.”
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