1. INSIGHTS
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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For many millennials, soap bars are considered outdated.
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.

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2. STRATEGY & TARGETING

We recognized that to drive cut through and consideration our approach needed to be brave and different, plus we wanted to harness a media vehicle that reflected Dove’s brand values of ‘convenience’ and ‘luxury’.

 And so… In what became a media first for an FMCG beauty brand and working in partnership with a modern, digital brand, namely Uber, and created an innovative campaign idea called ‘Dove Mobile Beauty Salons’.
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Each delivered a unique and pampering experience to our millennial consumers, with just the touch of a screen.

3. MEDIA 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.

On the weekend of the activation, 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’ via Uber.

The Dove Beauty Squad were dispatched to the consumers home, to indulge them in delivered an indulgent 1 hour pamper beauty therapy session, including a full skin tutorial involving the Dove Beauty Bar.
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Interviews with recipients of the Dove Home Salon experience were conducted, and content from these was then uploaded to the brands social channels and promoted.

4. RELEVENCY

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Dove Beauty Bar with its ¼ moisturizer saves you time, no longer do you need multiple beauty products in your bathroom, but rather just one which cleanses and moistures at the same time.

This convenience essence of Dove Bar had been lost and working with Uber allowed us to challenge both elements at once.
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The Uber platform itself is highly convenient and favoured for its time saving nature and convenience. Uber appeals strongly to the younger, Millennial consumer and we sought to borrow from their contemporary brand credentials during the execution.

5. RESULTS

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.