I have always been fascinated with what Dove does in terms of its marketing - I mean, people might argue that the occasional campaigns about building self esteem that Dove runs helps them build their brand - and it does - but I have also believed in the power of being selfless - and once that happens, it comes back to you - one way or the other. That's when you have earned it!
Dove has been quite popular with several of its initiatives - there was "Dove Evolution", "Dove Onslaught", "True Colors", and now they have come out with another one - "Dove Real Beauty Sketches", and I think they have outdone themselves again! Watch it to see how engagement can be built without looking for profits or sales or promoting any of your products - because an idea is enough!
And then people say Marketing is priceless - and I say, why not?