"Imagine a world where beauty is a source of confidence, not anxiety." 

In Dove's latest campaign, women describe themselves to an artist who then proceeds to sketch them. The artist then listens to strangers describe the same women and sketches their drawings. The end result is two sketches that speak volumes about self-criticism and how women see themselves. It's a simple project stripped from the bells and whistles and sends a clear message that hits the core of Dove's mission statement.

Dove does a wonderful job at championing a bigger idea rather than the simple ask for purchasing products. From its commercials to its website, the brand places emphasis on celebrating female empowerment and finding self-confidence.

The "Dove Real Women Sketches" video was uploaded in mid-April and, as of today, reached over 25 million views. The video's message resonates to a larger audience because it focuses on bigger ideas, which makes it instantly sharable. It even sparked a humorous male-centric parody.

In the case of Dove's latest YouTube sensation, selling products was secondary to its overall goal to inspire women. Sometimes the loudest brand messaging is not when the brand is talking about its products but about its beliefs. 

Skip the obnoxious sales people. Avoid the risk of being caught "planning" by a friend or close family member at your local shopping mall.

Ocappi, a new online jewelry store, allows people to shop for and try on their dream engagement rings in the privacy of their own home, free of charge and hassle. Much like the Warby Parker business model, there is no obligation to purchase and free shipping both ways. 

Their "One&Only Try-On Service" allows the consumer to add up to six replica rings (set with cubic zirconium stones) to their order and check out at no charge. The six replica rings will then be shipped directly to the consumer, allowing five days to try on and play dress up with. There is a pre-paid return label included in the package to send them back, at no cost. Discrete, convenient and free.

It will be interesting to see if Ocappi can successfully shift the typical jewelry shopping experience using this e-commerce model of no-hassle trial and convenience.

What more could a possible-bride-to-be ask for when making what could be one of the most important jewelry purchases of her life?

---via PSFK.

Last December, "Monsters University" released another transmedia marketing effort by way of a Tumblr Blog called The Grumblr.  

Quietly creating content for the past three months, the Tumblr is written by Grumblr, a student at Monsters University. The blogger writes blog posts that are so wonderfully crafted in the voice of a college sophomore that every detail is a nice nod to the social network and fellow Tumblr users.

The last time I saw a film taking advantage of Tumblr is "Hunger Games"'s Capitol Couture fashion editorial, and while that was an excellent example of transmedia  advertising, The Grumblr hones in on assimilating itself in the Tumblr community --The Grumblr relies less on imagery and more on the youthful culture of the network.

Not to discredit any of the artfully-crafted image posts, but the blog's content plays up the writer's point of view versus leaking content from the film. The blogger indulges in homemade memes, and he posts Instagram-like images with clever hashtags that mirrors real Tumblr users (I defintiely used some of his tags back in my college days). What's unique about The Grumblr is that the storyteller isn't telling the the movie''s main characters' story but his story within that world.

The Grumblr makes the Pixar's universe richer and bigger. Parody is one thing that takes the cake in Pixar's transmedia marketing. Much like its university website, Pixar's Tumblr blog is well-written and is so detailed that its websites become an experience of itself. 

WSAV: News, Weather, and Sports for Savannah, GA

Manpacks is like Netflix for men's underwear, except that you don't have to return anything once you've used it. Because that would be awkward.​

The logic behind Manpacks is simple. Take items that men need to replace regularly—personal care, razors, socks, underwear—and create a service that results in one less thing guys have to remember. It also helps that guys tend to be somewhat brand loyal to most of the items that Manpacks offers, things the average guy doesn't want to spend a lot of time thinking about.

Manpacks also has the best return policy of all time.

​Manpacks, because you're too old for your mom to still be buying your underwear.

WSAV: News, Weather, and Sports for Savannah, GA

Earlier this month, music, film and interactive folks flocked to Austin, Texas for the annual SXSW conference. One of the big mobile app announcements to come out of the event is a new social radio service called WahWah.

What is WahWah?
WahWah is a personalized radio service that makes listening to music more social and customized. You can listen with friends, fellow WahWah listeners around the globe or by yourself. The songs you hear can also relate to your location or activity you've selected.

How does WahWah work?
Get started by downloading the app and signing up using your Facebook account. Browse stations from trending and featured lists, your Facebook friends, stations created around you and activity. The app pulls from its library of 15 million songs to serve up the best music based on the context. Everyone who clicks on a radio station listens to the music at the same time.

How does WahWah differ from "Pandora" and similar music apps?
WahWah adds a layer of customization that isn't available on Pandora or Spotify by letting users select their location and activity. Also, because of its social nature, it's great for group activities like exercise or studying — even if you are physically separated from your group.

How much does WahWah cost?
WahWah is free at the Apple App Store.