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Destination

Unilever was to launch a brand extension, a new Dove series called Fresh Touch, to a young female target group of W15-34. The new product had a fresh, youthful scent that the campaign was to centre around as much as possible. It was also essential that the communication was clearly distinguished from that of other Dove products.
Our mission was of course to create awareness around this launch despite advertising fatigue in the target group and the heavy competition in the beauty market. Our media solutions needed to entertain and involve!

The Platform

The women in the target group are genuinely interested in beauty, find it important to care for their bodies and their appearances (85%), and want to be attractive (63%). A third of the target group admits to being heavy users of commercial TV, specific magazines and Internet, especially communities and blogs. These insights are of course very positive when launching a new beauty product. At the same time, however, these women experience advertising fatigue. Almost 2/3 dislike TV commercials, half of the target group changes radio stations during commercial breaks and 35% finds Internet banners annoying.

Previous experiences have told us that a combination of visual impact together with scents really enhances the message and motivates purchasing. Scent communication is however tough to use as a main means of communication in this digital era. Still, in the channels where it was feasible, scent was to be added in order to strengthen Dove's message.
The strategy of the Dove campaign was to tickle as many senses as possible in relevant environments and in an unexpected manner and through the media mix, get the message of the product's freshness across to the target group.
The approach was to use TV as a continuous base topping that with a heavy mix of targeted and engaging Internet solutions, innovative OOH ideas, creative scratch ‘n sniff magazine sampling, buzzadors and editorial radio competitions.

Design and Delivery

• To kick-off the campaign, 4000 buzzadors invited friends to test the new products and hopefully create positive blog buzz and word-of-mouth.
• On Veckorevyn.com, one of the largest magazine sites in the target audience, there was a Dove memory game competition with Fresh Touch products placed in the editorial area. The Veckorevyn blog network (250 bloggers) connected to the site were exclusively invited the first three days in order to start a buzz. They received a game widget to add to their blogs. The first prize for playing the game the fastest was a "Go fresh day" with the target's most credible & cool blogger, Ebba von Sydow, including spa and products. Dove also presented the prize for "The most original blog", during the Veckorevyn Blog awards, where we also activated the brand through a physical meeting.
• On Bilddagboken.se, the number one social community in Sweden, there was an editorial competition where the target group could compete with their best picture - "what is spring fresh for you?", connecting nicely with the Fresh touch series.
• A media first OOH solution was tailor-made for the Fresh Touch campaign, with the product scent exuding from selected OOH panels in prime locations as people passed by.
• Fresh Touch was the exclusive presenter of an editorial SBS radio competition for the freshest designer sunglasses.
• There were also targeted expanding banners on the MSN website, hotmail and messenger.

Effectiveness

• The Fresh Touch campaign was a very visible campaign, with games and competitions creating a buzz, a viral spread and an engaged target group.
• Sales exceeded expectations. Dove's total value share when it comes to deodorants and shower cream increased by 96 and 47% respectively after the campaign. Thus, Go Fresh added value without cannibalising on existing Dove products.
• All in all, we reached 1.4 million unique internet users in the correct target group.
• 25,000 unique competitors on veckorevyn.com playing 500,000 Dove memory games. The game was so popular that it still sat on veckorevyn.com half a year after the close of the campaign.
• There were 17,000 unique photo contributions on bilddagboken.se
• For expanding banners on MSN/hotmail/messenger, awareness was 70 % and 68 % were positive to the brand.
• 10,000 radio listeners competed for sunglasses and Dove products on The Voice (the station's 2nd best competition ever)