PR Meets Influence: The New Engine of Brand Growth

Episode notes

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.