2016 Winners & Shortlists

The Brief

Dove was losing consumers because they perceived it as an expensive brand. Women weren't convinced why they should pay premium prices for something they only take a shower with. At the same time because of the tough market situation, competitors were increasing in-store promotions constantly promoting at 50% & 92%. We needed focus on elevating Dove Beauty Bar’s perception and display it salon like results first hand, without diluting the brand's premium positioning. So we decided to find a way to outsmart competitors, not outspend.

Creative Execution

By partnering with Uber, we maintained the premium position of the brand while also meeting the goal of making women experience themselves the 'salon like care at home' claim. A ‘Dove UberSalon’ feature on the app let women find the closest therapist to request treatments. If accepted, they would get a back massage and facial at their location! From the massage table, bathrobes, aroma diffusers and candles to soothing music, everything was set up by the therapist to make sure the experience felt like a salon. Once they were impressed with the results, the surprise was revealed to them. The only thing used to give them the treatment - was the Dove Beauty Bar. YouTube, Facebook, Instagram and Twitter content supported the campaign. 2 branded trucks were also used to transport the 2 therapists for additional visibility.

Describe the success of the promotion with both client and consumer including some quantifiable results

Facebook delivered 2,804,507 impressions with a reach of 650,642 and 275,980 views. 37,432 of these were full 30 sec views. YouTube delivered 6,126,356 impressions with 643,216 views (at 30 secs) 439,876 of these were unique views. The video view rate for the campaign was 10.50%. We had a total of 2,890 treatment request via Uber in just 16 hours! With no other marketing activities running at the time, Dove Beauty Bars gained Market Shares +103bps. While the overall bars market in the UAE grew by 2.9%, Dove bars grew by 9.1% during the same period.

Explain why the method of promotion was most relevant to the product or service

With the new positioning of Dove Beauty Bar as a product that provided 'salon like care at home’, we wanted to find a relevant way to make women experience it first hand. By partnering with Uber, we got them our Dove ‘Home Salon Treatments’ at the swipe of a finger. A ‘Dove UberSalon’ feature was added to the Uber app through which women could request a beauty therapist at their location to give away relaxing back massage and facials. From the massage table, bathrobes, aroma diffusers and candles to soothing music, everything was set up by the therapist to make sure the experience felt just like a salon. Once they were impressed with the results, the surprise was revealed to them. The only thing used to give them the treatment - was the Dove Beauty Bar.