In this week’s episode of Adspeak by ADWEEK, Dana Paolucci, head of engagement marketing at Unilever’s Dove, joins Raven Walker, SVP of client partnerships at Collectively, to unpack how heritage brands can stay culturally relevant through creator-led strategies.
They explore Dove’s shift from transactional influencer campaigns to community-driven partnerships that generate authentic engagement and large-scale UGC.
From the viral Dove x Crumbl collaboration to immersive brand storytelling experiments, the conversation highlights how listening to audiences, respecting creator ecosystems, and integrating PR with influencer marketing can unlock exponential awareness.
The episode offers practical insight into building long-term creator relationships, measuring cultural impact, and turning brand moments into sustained movements.
What you’ll learn:
- How to identify cultural moments through social listening
- Why “tapping into” culture depletes communities, and how to “respond” instea
- The demotainment framework for heritage products
- How to build long-term creator loyalty through intimate community programs
- Why PR and influencer marketing must operate as a single engine
- How to move at speed while maintaining brand safety
About the Guests:
Dana Paolucci is the head of engagement marketing for Dove (Unilever) North America, where she leads all influencer partnerships, external communications, and brand collaborations. With a track record of launching iconic, award-winning campaigns, including Dove’s Super Bowl spots, brand collaborations like Dove x Crumbl, and long-term community initiatives, she has redefined how heritage brands engage creators and build cultural relevance.
Raven Walker is SVP of client partnerships at Collectively, a woman-founded influencer marketing agency specializing in creator-led social-first campaigns across beauty, CPG, and lifestyle brands. With expertise in strategic partnerships and creative innovation, she leads transformative campaigns for major brands, including Unilever North America.
