Unilever’s Ryu Yokoi on Dove’s sweet-smelling campaign

This podcast does not stink.

In fact, it might be the best-smelling episode of The Big Impression to date. This week, we’re talking to Ryu Yokoi, chief media and marketing capabilities officer for North America at Unilever, about Dove’s “Hot Seats” campaign — a bold, culture-hacking activation that shows up where the sweat is real and the stakes are surprisingly high.

The challenge facing Dove? How do you normalize a fully-body deodorant … at a Charli XCX concert? If that was the sweaty inspiration, then Yokoi’s team rose to the moment with speed and precision.

From flying planes over Coachella to posting brand ambassadors in the subways of New York City, the campaign is a master class in omnichannel marketing — blending social listening, live events, retail and real-time e-commerce. “We always emphasize we want to build worlds instead of chasing moments,” Yokoi says. “So, when you have an idea of what you’re trying to build with the brand, how you show up, then it becomes a lot easier.”

As digital and physical channels converge, Dove’s campaign doesn’t just make an impression — it drives results. “Even executions that in the past would’ve been considered the most upper funnel can actually drive a transaction in that moment,” he explains. “And I think a future of that’s really exciting.”

It’s a story about smart data, fast moves and what it really takes to be part of the conversation in 2025 — with just a few well-aimed, data-driven spritzes.