Dove is a company that knows how to speak to their true audience of “real women” all while having fun, social and viral when it comes to marketing their brand. The latest gimmick, includes recording an online video to promote their Nourishing Oil Care line, with a group of women dressed in trenches “singing in the rain”.

“Dove wanted to find gals who weren’t shy and were ready to accept the challenge of “Singing in the Rain” so they chose women they’d gotten to know through Twitter and other social media, first engaging them online and then sending a traditional invitation in the mail. ”

According to the brand director of Dove, Alison Leung, “there’s a new way of reaching consumers”.

All we can say, is it definitely made us want to sing in the rain.

Quotes – from: Strategy Online