India, Sept. 11 -- Earlier this year in the US, Dove, the hair and skin care brand from Unilever, put its hair repair mask to the test of reviews on the country's predominant social media platform Reddit. It used the first 50 flattering as well as unflattering Reddit reviews on outdoor billboards and digital displays, allowing consumers to read the unedited, unfiltered comments about its product. The reviews were also made into videos, generating millions of views and buzz around the product and lifting the sales of Unilever's hair care category. The United States is Reddit's single largest market accounting for 43% of the global traffic.

The Dove example was cited recently by Arnaud Debia, global director for creative excellence at the ...