Tapestry app adds branded content from Dove, GE

06/5/2013 | Advertising Age (tiered subscription model)

Unilever's Dove and General Electric are among the first sponsors adding native advertising content to the mobile reading application Tapestry. Dove's "10 Girls Standing" story explores issues of self-esteem and passion as part of the brand's Make Girls Unstoppable campaign. A woman's "mobile device is often her command central, and brands have the opportunity to provide her with in-the-moment value in the form of time and cost savings, as well as information," says Jennifer Bremner, Unilever's brand building director for skin cleansing.

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