Winning brands today have revolutionized marketing for exponential growth by placing creators at the foundation of their entire ecosystem. Dove—a 68-year-old heritage brand—has reinvented their traditional marketing playbook to embrace creator superfans, transforming legacy and new launches alike into culturally relevant brand moments through a social-first lens.

Hear how Dove’s breakthrough You Craved, We Crumbl’d collaboration resulted in 5,000 pieces of user-generated content and over 500% lift in awareness through sprinkled internet leaks and strategic ambassador partnerships. Then, see how creators trekked to Chile's Atacama Desert, the driest place on Earth, to put their 24-hour Deep Moisture Body Wash claim to the ultimate real-world test. Walk away with actionable insights for turning ambassadors into cultural megaphones, from injecting new energy into heritage products to creating viral phenomena that communities literally can't stop talking about.