Dove Promo, Case study GO FRESH by Media Contacts

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GO FRESH

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Industry Hygiene & Personal Care Products, Soaps
Media Promo & PR, Case study
Market Philippines
Agency Media Contacts
Copywriter Micheline Rama
Released May 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: DOVE
Product/Service: SOAP
Date of First Appearance: May 26 2010
Entrant Company: MEDIA CONTACTS, Manila, THE PHILIPPINES
Entry URL: http://www.dove.ph/remixer/
President/Chief Executive Officer: Eduardo Mapa Jr. (Media Contacts Philippines)
Strategic Planning Director: Jonathan Joson (Media Contacts Philippines)
Creative Head: Paulo Famularcano (Media Contacts Philippines)
Accounts Group Head: Jennifer Rockwell (Media Contacts Philippines)
Design Lead: Pats Lavandelo (Media Contacts Philippines)
Copywriter: Micheline Rama (Media Contacts Philippines)
Account Executive: Rona Angeles (Media Contacts Philippines)
Media placement: Online Display - RockYou (Aktiv Digital) - May 26, 2010
Media placement: Online Display (Social Ads) - Facebook - May 29, 2010
Media placement: TV - ETC, 2nd Ave, Lifestyle Network, Velvet And Cinema One - June 6, 2010
Media placement: Print - METRO, Yes! And Cosmo - July

Insights, Strategy & the Idea

For years, Dove has strongly identified itself as a positive brand for women over 30, but with the release of Dove Go Fresh, the brand wanted to expand its consumer base to include younger, more vibrant woman.

Available in two variants, the Go Fresh energizing line invigorates the senses while the Go Fresh moisturising line cools/soothes the skin.

Our challenge: appeal to the youthful, upbeat market.

This group of young women is socially active and looks to the digital space for entertainment and information. They envy pop stars and long to be singers in their own right, finding inspiration in their favourite TV shows: American Idol and Glee.

Active individuals, personal hygiene is important to them and shower time is sacred time.

Often reflecting their personalities, the shower is the place where they feel comfortable and act out their dreams of stardom – by belting out songs on their own centre stage.

Creative Execution
Since the brand is positioned to make the shower experience more fun and energetic, we owned the shower experience online and made every girl’s dream of becoming a pop star a reality!

We wanted women to feel as comfortable online as in their own space, so the Shower Remixer microsite let users customize their bathroom/shower experience from the fixtures, floor designs, shelves and even the window scenes. As women remixed their shower, musical themes remixed to match the personalities of both the women and bathrooms.

Showeroke, an online singing contest, culminated in a live talent show.

Users uploaded videos of themselves performing with a Dove shower virtual background. Fans voted and the best singers performed live, complete with a band and shower stage design to set their minds at ease. Hundreds of spectators crowned the overall winner. Top performers received cool swag and the high-energy event turned into an impromptu party scene!

Results and Effectiveness
It’s hard to get women to switch brands, especially personal care/hygiene brands, but by making women feel secure and empowering them with the confidence to do something they wouldn’t normally do – sing in public – Dove Go Fresh secured permanent pride of place in showers all over the Philippines:

• Video and blog entries were picked up in several blogs with a readership of more than 18,000
• Dove bar annual penetration went up from 13.7% to 18.4%
• Dove body wash loyalty rose from 24% to 27.6%