Dove leveraged influencers and four different live streams to drive awareness of its new shampoo line.
Objective:
To enter into the premium segment with products that have advanced benefits, Dove launched its first-ever shampoo series. The new line consisted of anti-shedding shampoo and serum care cream specifically developed for damaged hair. It offered cellular level remedies with its moisturizing and nourishing ingredients. It also prevented breakage up to 99 percent, provided strong hair, and was sulphate-free. The primary channel for the product was e-commerce. Dove's objective was to drive awareness of its product launch, introduce product benefits, increase e-commerce visibility, and boost e-commerce sales.
Dove collaborated with the biggest marketplace in Turkey — Trendyol — to boost sales. The brand needed to give consumers a 360-degree product experience to drive its message. Dove also needed to convey a premium message to justify the price of its new line of shampoos.
Additional challenges included:
The KPIs for the campaign included reach, interaction, sales uplift, likes, and per capita traceability for live broadcasting.
Target Audience:
The target audience were "fashionistas" between 20 and 45 years old. These were city women that follow trends, have a strong habit of online shopping, love to discover new products, and are interested in beauty. They are high-income consumers with a high shopping basket average.
Creative Strategy:
Dove created a national hair therapy day — Dove Haircare Day. To drive awareness, the brand introduced an alternative to traditional livestreams and executed an online broadcast of influencers.
The initiative was a three-legged project.
Phase one (teaser period)
Twenty influencers introduced Dove Haircare Day to create a buzz and explain product benefits. Dove asked consumers to buy the products until the day of its broadcast day.
Phase two
Four influencers live broadcasted throughout the day in a home-like studio. During the broadcast, the four influencers talked about their hair problems with real-life examples. Then, for the first time in live broadcast history, they had their hair washed in real-time by a professional with Dove's shampoo. Afterwards, dove illustrated the immediate effects of its shampoo via a magnifier. Influencers also answered questions from consumers and shared discounts that could be used at Trendyol.
Phase three
For the final stage of the campaign, influencers created reels about the program after the broadcast to maximize awareness.
Context:
This was a creative path that had never been done before. Dove announced Dove Haircare Day with 20 influencers and invited all women to join them across four different live broadcasts.
Overall Campaign Execution:
Live broadcasting is a technology that has just entered the marketing landscape. The technology enables people to observe the product live on air and show its real effects. Fifty percent of the budget went directly to enabling the technology, while 50 percent of the budget went to the influencer network.
Mobile Execution:
Dove's objective was to empower consumers to experience its new product. The best way for the brand to do so was via live broadcast which enabled consumers to observe the effects of the product in real time. After the broadcast, Dove's influencers created reel content in order to reach users who could not experience the live broadcast.
Launching the premium segment for the first time, Dove hair care products reached the target audience through live broadcasts. Before starting the project, the new Dove Breakage Remedy product was less than 4 percent of Dove sales at Trendyol. During the initiative, it increased to almost 60 percent.
The campaign earned the following results:
Dove's product was listed on the first page of sulfate-free shampoo searches at Trendyol.
