AI Helped Dove Soap Go Viral on Social Media

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Author

Aljin Vijayan
July 13, 2025

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Dove made a soap that smells like cookies, and it became a huge hit. But the fact that they used AI to make it go viral.

Before this, Unilever didn’t have enough content for social media. Creating posts took time and money, but AI changed that.

Let’s look deep into it 👇

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Image Source: PR Daily

Dove, a well-known brand from Unilever, launched a unique product, a soap that smelled like cookies.

They made a full collection that included a body scrub and deodorant too, all with that sweet, cookie-like scent.

Instead of just putting this product on store shelves and hoping people would buy it, they went big on social media. And the results were huge, over 3.5 billion people saw it online.

Not only did people see it, but over 53% of new customers bought this Dove soap. That’s a huge win for any brand.

But here’s the challenge they faced

Before using AI, Unilever had a problem. They didn’t have enough content to keep their social media pages active and fresh. Creating new posts took time and money, and usually, they could only make a few visuals that had to last for months.

That’s just not enough in today’s online world.

Social media demands a lot. New videos, pictures, stories, all the time. And when you don’t have enough, your campaign can fade away fast.

This is where AI came in and changed everything

Unilever decided to use AI to help solve their content problem.

First, they created 3D digital versions of their products, something called “digital twins.” These looked just like the real soapThen, they used a special AI tool called Gen AI Content Studio, but were built completely on a computer using a tool called Nvidia Omniverse.

Then, they used a special AI tool called Gen AI Content Studio.

This tool took those product images and began generating content at an amazing speed. It didn’t just create random pictures either.

It made posts that were ready for platforms like TikTok, Instagram, and more. Each piece had captions, proper formatting, and looked like it was made by a real social media team.

And it gets even better

Unilever didn’t just stop with AI-generated content. They also worked with influencers, who made about 100 pieces of original content.

Then, the AI system took those 100 pieces and remixed them. It turned them into all kinds of new versions, shorter clips, different formats, new styles, and sizes, perfect for different social media platforms.

This kept their campaign going strong.

The results? Just wow.

They reached 3.5 billion impressions across social platforms. Over half of the buyers had never bought from Dove before. And they made all this content in weeks instead of months. Plus, they saved a lot of money doing it.

So, what can you learn from this?

Even if you’re not as big as Unilever, you can still use the same idea. AI tools today are much more accessible.

You can use them to create graphics, write captions, plan content, and even turn one video into many formats for different platforms.

It’s about using AI as your helper, your assistant, the thing that saves you time and money while still making great content that connects with people.

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