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After a decade of success, Dove deodorants was facing plateauing growth. We were also facing growing consumer distrust of media and big brands. So, rather than creating a typical 'advertising campaign', we launched our biggest ever consumer trial (now over 5,000 women across 17 different countries). Competitor users tried Dove deodorant for a week, then decided whether to switch to Dove: 90% said they would. Through using women's smartphone footage of the trial, we then created a fresh and authentic user-generated campaign. Truly global in scope, truly local in execution.