What's your beauty ritual?

Background:

Dove was launching a new range of nourishing products in Canada called ‘Nourishing Secrets’ composed of 4 body lotions and 2 hand creams. The products are based on beauty rituals from cultures around the world.



Objectives:

The objectives were 2 fold:

- To make Dove brand products a part of Canadians’ beauty care rituals

- To increase consideration at time of purchase by leveraging brand credibility and product benefits.



Concept:

What is your beauty ritual?



Execution:

The execution was done in 2 phases:

- Phase one was focused on in-store trials from July to October 2020

- And the 2nd phase was focused on engagement with the target audience to include the products in their daily beauty rituals during the winter months of November and December 2020
The campaign performed above standards on many levels.



• The total approximate reach for this campaign was beyond any other benchmark, with over 77,000 visits to our landing page and 4,400 views of the podcast. Engagement rates increased throughout the campaign with close to 17% completing the quiz and a podcast engagement rate of about 11% (when industry benchmarks are close to 2%). The display campaign also outperformed in terms of visibility with 3X higher than average CTR on display, and Spotify.