Designing Additive Podcast Partnerships for Dove
Dove identified the resurgence of Y2K culture as a trigger for harmful early-2000s beauty standards impacting millennial women. To respond to this cultural moment in a way that felt credible and genuinely audience-first, UEG developed Why2K? presented by Dove - a podcast-led campaign designed to bring body confidence conversations into the formats audiences were already choosing to spend time with.
I helped shape the partnership strategy by identifying and pitching the podcast talent and formats that would best align with Dove’s audience and messaging, ultimately helping secure client buy-in for the campaign. From there, I worked closely with podcast hosts, production teams and talent representatives to develop integrations that felt authentic to each show’s tone and format - ensuring the brand added value to the listener experience rather than interrupting it.
The campaign featured partnerships with culturally influential podcasts including How To Fail with Elizabeth Day featuring Pamela Anderson, and Happy Place with Fearne Cotton featuring Rita Ora. Beyond audio, the campaign expanded into social-first storytelling, live experiences and cultural moments - including a Spotify launch event where Rita Ora performed live, alongside integrations within Fearne Cotton’s Happy Place Festival, helping extend the conversation beyond the podcast feed and into real-world audience experiences.
The work demonstrated how brands can successfully embed themselves within existing creator and entertainment ecosystems in a way that feels emotionally resonant, culturally relevant and platform-native. The partnership between Dove and How To Fail went on to win Gold for Best Commercial Partnership at the ARIAS.
Results
644M+ campaign impressions
246 pieces of global earned coverage with 100% positive/neutral sentiment
24M video views with a 7% engagement rate