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Baby Dove
Beautifully Real Moms
RAN IN: Canada
CLIENT
Unilever
Ashley Shaffer, Senior Assistant Brand Manager
Leslie Golts, Marketing Manager
Carolyn Kim, Associate Brand Manager
Danika Johansen, Senior Marketing Director
Diane Laberge, Marketing Director
Daniel Alter, Marketing Director
AGENCY
Emily Woods, Account Executive
Brian Murray, Chief Creative Officer
Chris Dacyshyn, Group Creative Director
Julie Markle, Group Creative Director
Robyn Hutman, Strategist
Crystal Sales, Strategist
Aviva Groll, Director of Account Management
David Scanlon, Agency Producer
Michelle Lee, Director of Strategic Planning
Ian MacKellar, Chief Creative Officer
Liana Tamulaitis, Associate Director
Michael Marcy , Strategy Director
Harbinger
Nicole Legate, Client Service Director
Geometry Global
SUMMARY
In order to increase its share of the baby care market, Dove launched a campaign to promote its new baby care line. This resulted in a 4 point increase in market share and an 85% sales lift vs. its old baby care line, in spite of premium pricing. We also closed the brand equity gap vs Johnson & Johnson Baby, the market lead. Key to our success was leaning into Dove’s Real Beauty heritage and giving moms permission to be real instead of perfect.
CASE STUDY
CASE VIDEO
Audience: New Mothers
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
