Discover how Unilever’s Dove × Crumbl launch used AI, digital twins, and influencer content to reach billions and win 52% new customers.
When you think of soap, “viral” probably isn’t the first word that comes to mind. But in 2025, Unilever proved otherwise—by combining a bold brand collaboration with an AI-powered marketing engine.
Campaign Snapshot: Cookies Meet Care
Unilever’s Dove brand partnered with dessert chain Crumbl to launch a limited-edition collection of body washes, deodorants, and scrubs inspired by Crumbl’s signature cookies. Scents like Confetti Cake and Strawberry Crumb Cake hit Walmart shelves nationwide, packaged in Crumbl’s distinctive pink.
The launch wasn’t just a novelty—it delivered big:
- 3.2–3.5 billion social impressions
- Over 50 million video views across TikTok, Instagram, and YouTube
- Around 52% of buyers were new to Dove, a major win for category growth
From Logistics to Leverage
Behind the scenes, Unilever used digital twins of Dove products, created with Nvidia Omniverse, to reinvent campaign production:
- 2× faster content creation compared with traditional shoots
- About 50% lower production costs
- One master model, many uses: instead of redoing assets for every market, a single 3D replica could be remixed for global consistency
This shift didn’t just save money—it removed friction from scaling. What used to take weeks of shipping samples and booking studio shoots could now happen virtually, with thousands of assets generated and shared across influencer networks.
Redefining Creativity at Scale
For marketers, Dove’s campaign shows what’s possible when AI amplifies—not replaces—creativity:
- Cultural connection, scaled: Cookie scents tapped into everyday indulgence, while AI ensured the storytelling spread globally in record time.
- Influencers with better tools: Instead of being limited by physical samples or studio access, creators had a library of ready-to-use branded assets, letting them focus on storytelling.
- Growth, not just buzz: The campaign didn’t stop at likes—it pulled new consumers into the brand, proving AI-enabled campaigns can shift market share.
The Takeaway
Unilever’s Dove × Crumbl collaboration wasn’t just clever branding—it was a proof point for AI as a growth engine in consumer marketing. By marrying cultural insight (cookie flavors) with AI-driven scale (digital twins, faster content), Unilever showed how everyday products can break through and win new customers in crowded markets.
For businesses, the lesson is clear: AI in marketing isn’t just about cutting costs—it’s about creating the conditions for faster adoption, broader reach, and lasting brand impact. In fact, when operational infrastructure, creative instincts, and business goals align, AI becomes a multiplier for both efficiency and brand-building.
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