Unilever's innovative campaign strategy utilised the web as the primary medium for the launch of Dove Calming Night which targets mothers. The main objectives of this branded entertainment and website experience were to increase sales and awareness for the Dove Calming Night launch by communicating the brand's values, and encouraging the habit of an incremental shower. The campaign's hub, DoveNight.com, is a busy mum-centric destination that housed the three world premiere webisodes featuring Felicity Huffman and directed by Penny Marshall as well as a free sample offer and links to AOL's Search for the next Chief Everything Officer.