OUR APPROACH

We launched our Beauty Rituals From Around the World campaign which engaged female customers through a number of mediums, including top Canadian Podcast sponsorships, where we incentivized engagement through a contest giveaway that reached close to 175,000 listeners. We complemented these efforts through Spotify (11.3 million unique Canadian visitors per month) with beauty ritual inspired playlists, audio ads, desktop, and app banner ads. Programmatic ads were used to further generate interest throughout the activation.

The cornerstone of the campaign was an online quiz. We worked with the brand to design a quiz that was less product specific, and more about helping consumers find their perfect body care ritual, matching them to specific products based on their answers. It also provided a more personalized and engaging customer experience.

Retail depletion was the KPI of this campaign, and customers were encouraged to purchase Dove products in-store once they found their perfect ritual after completing the online quiz. In-store POS and couponing helped win the last mile and aimed to leave consumers with a positive sentiment toward the brand, encouraging them to leave glowing reviews and drive further sales.

These combined efforts resulted in 5 million new potential customers having awareness of Dove’s new product offering, 75,000 quiz landing page visits, and 1.5 million impressions.