Dove: SHOW US YOUR SKIN

Credits & Description:

Advertiser: DOVE
Agency: MINDSHARE WW
Category: Best Use of Integrated Media
Producer: Brady Coffey (Ryan Partnership)
Director: Aaron Crandall (Unilever)
Director: Janet Levine (Mindshare)
Director: Jessica Axelrod (Edelman)
Associate Director: Jocelyn Hazlett (Mindshare)
Director: Justin Symons (Kinetic)
Director: Jen Mayer (Unilever)
Vice President: Rob Candelino (Unilever)
Director: David Szahun (Mindshare)
Director: Heather Dueitt (Edelman)
Producer: Jeffrey Kroll (Ryan Partnership)
Director: Marc Gilbar (David Brown)
Director: Melissa Fallon (David Brown)
Producer: Phoebe Myers (Ryan Partnership)
Execution
Our objective was threefold: Raise awareness of Dove’s superior care within cluttered media environments and amidst competitors’ misleading beauty claims; generate excitement in a low-engagement category; persuade non-Dove users to try Dove. We personified our target in the fictional Marsha, a 30 year-old; recently married new mom. She enjoys feeling good about herself, but prioritizes time with family over self-indulgence. Marsha doesn’t have time to learn about new trends/products, and looks to her friends instead. Since our research indicated 92% of consumers trust peer advice/WOM, while only 47% trust paid advertising, immense opportunity existed to mobilize loyal brand advocate to communicate the brand’s message of “Real Beauty by Real Women” to Marshas everywhere.By offering real women the opportunity to show off their skin in in Dove ads, we hoped to engage them, give our brand advocates a reason to share with Marsha, and Marsha a reason to trust/try Dove.
Effectiveness
oDynamic Logic results: campaign exponentially beat expectations by increasing purchase intent (+10.8%) and brand appeal (+10.6%) among our younger target, bringing new users into the franchiseoDelivered over 1 billion media impressionso552,000 visits to the site (dot com, mobile, Facebook)o3,000 mobile app downloads, exceeding expectations by 20%oEngagement metrics surpassed goalsTime Spent: Goal 1:45 / Actual 3:08Pages per visit: Goal 3.0 / Actual 4.3o50,000 coupon printso>15,000 photo uploads…and months after support has ended, consumers globally are still uploading photos to the gallery
Strategy
Our objective was threefold: Raise awareness of Dove’s superior care within cluttered media environments and amidst competitors’ misleading beauty claims; generate excitement in a low-engagement category; persuade non-Dove users to try Dove. We personified our target in the fictional Marsha, a 30 year-old; recently married new mom. She enjoys feeling good about herself, but prioritizes time with family over self-indulgence. Marsha doesn’t have time to learn about new trends/products, and looks to her friends instead. Since our research indicated 92% of consumers trust peer advice/WOM, while only 47% trust paid advertising, immense opportunity existed to mobilize loyal brand advocate to communicate the brand’s message of “Real Beauty by Real Women” to Marshas everywhere.By offering real women the opportunity to show off their skin in in Dove ads, we hoped to engage them, give our brand advocates a reason to share with Marsha, and Marsha a reason to trust/try Dove.