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Janet Kestin, Chief Creative Officer Chris Dacyshyn, Copywriter Julie Markle, Art Director Aviva Groll, Unilever Client Service Lead Angela Hale, Management Supervisor Matt Hassell, Cheif Digital Creative Officer Sebastian Barrotta, Digital Art Director Terri McBay, Social Media Director Rachel Connell, Digital Group Account Director Heather Sheehan, Account Supervisor
SUMMARY
To launch its Nourishing Oil Hair Care line, Dove needed to earn credibility among hair-involved women, steal share from market leader Pantene and spend less than 1MM. To make the brand worth talking about, our campaign leveraged an observation into competitive behavior: going online while everyone else spent heavily in TV; and built on Dove's brand values by using real woman in a frizzy-hair torture test. The women tweeted and blogged on set as they sang in the rain. Consumers responded, and Dove achieved +67% over projected revenue.
