2016 Winners & Shortlists

Creative Execution

An extensive social media campaign highlighted the promotion online and two days prior to the activation; a push notification was sent to all female Uber users alerting them to the promotion. When our women opened up the Uber app they were invited to book a 1 hour pampering session, at their home, delivered by the ‘Dove Beauty Squad’ in Ubers. Lucky winners were indulged in 1 hour pamper beauty therapy session, including a full skin tutorial featuring the Dove Beauty Bar. The winners were interviewed and content from this was uploaded to the brands social channels and promoted.

We received over 2,500 requests, with 20 lucky recipients receiving In Home Salon experiences in just one weekend. Brand equity leapt three points, as did key brand attributes such as “moisturize your skin better than other brands” and “Inspire women to feel more positive about the way they look” which jumped 6 and 8 % points respectively. Most importantly we saw a 1.2% growth in market share for Dove bars in a like for like period.

Dove has been making their famous Beauty Bar Soap since 1955, but in that time, shower gels and other specialist cleansers have made the category extremely crowded. For many millennials, soap bars are considered old-fashioned. Our challenge was to help Dove become more relevant in the minds of younger consumers who did not understand the time saving convenience delivered by Dove Beauty Bar, nor its USP: of being one quarter moisturizer. We recognized that to drive cut through and consideration our approach needed to be brave, different, and harness a reflect Dove’s brand values of ‘convenience’ and ‘luxury’. In what became a media first for an FMCG beauty brand and working in partnership with a modern, digital brand – Uber - we created an innovative campaign idea called ‘Dove Mobile Beauty Salons’. Each delivered a unique and pampering experience to our millennial consumers, with just the touch of a screen.