Unilever’s Dove division has appointed London-based creative communications agency PrettyGreen to lead its micro-influencer marketing, content creation, and e-commerce strategy after a four-way competitive pitch, with TikTok Shop included within the remit.

PRWeek and Campaign both reported the brief as seven figures, confirming a focus on micro-influencers rather than celebrity or macro-talent. PrettyGreen’s own announcement confirmed that the scope includes micro-influencer campaigns and TikTok Shop activity across Dove brands.

“PrettyGreen impressed us with their cultural understanding, creativity, and channel fluency,” Jennifer Bibby, Assistant Brand Manager at Dove, said in a statement. “Their integrated approach across social, influencer, and e-commerce, paired with a strong feel for our brands, made them the right partner to accelerate our ambition in 2026.”

PrettyGreen’s client roster includes Audible, Amazon Music, Bupa, Capital One, Disney, Hasbro, Lebara, Optimum Nutrition, PizzaExpress, and SharkNinja.

Conversion Over Awareness

The appointment marks a shift in how Dove allocates influencer spend. Where the brand’s prior creator investments, including the #ShareTheFirst campaign developed with Edelman, centered on brand storytelling and reach, the PrettyGreen brief is oriented around shoppable activation tied to TikTok Shop.

Unilever’s own TikTok Shop framework positions micro-creators as the conversion layer and macro-influencers as the awareness or “education” layer. The PrettyGreen appointment resources that conversion layer with a dedicated agency relationship and a seven-figure brief.

Dove’s earlier influencer work demonstrated the scale the brand operates at: one creator-led campaign involved 111 influencers globally and generated 119 million video views, according to a Marketing Week interview with Dove PR and Social Influencer Director Sarah Potter. Potter described influencers as “strategic partners” and noted that many were recruited from Dove’s existing community.

The combination of a seven-figure total and a micro-influencer focus implies the spend is distributed across a high volume of creators rather than concentrated on a small number of names. That deal structure is consistent with TikTok Shop’s affiliate commerce model, in which brands seed product to many smaller creators who earn commissions based on sales generated.

Unilever’s Broader Influencer Buildout

The Dove appointment fits within a wider reallocation of Unilever’s advertising spend. In March 2025, Unilever announced it would shift its social and influencer budget from 30% to 50% of total advertising expenditure and expand its creator roster by a factor of 20, with ambitions to activate one influencer per postal code across major markets, including India’s 19,000 zip codes and Brazil’s 5,764 municipalities.

Unilever is executing that buildout through a portfolio of specialist agency relationships rather than a single consolidated network. In March 2026, the company appointed social-first agency SAMY to a global influencer remit for its food brands, including Hellmann’s and Knorr, across 13 markets following a seven-agency pitch. PrettyGreen now holds a comparable position for Dove.

Edelman continues to lead Dove’s brand-driven creator work, including #ShareTheFirst, which has scaled to 14 markets. Mythology handled the “Dove x Bridgerton” tie-in campaign. PrettyGreen sits alongside those relationships rather than replacing them.

What Marketers Are Watching

The appointment carries implications for how brand marketers structure influencer agency relationships. PrettyGreen is a creative communications firm, not a specialist influencer network or a performance marketing agency, and it won a brief that explicitly includes e-commerce strategy and TikTok Shop activity. The Dove decision places that capability in a standalone remit with dedicated agency accountability and a reported seven-figure value.

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