DOVE
Nourishment
Campaign
Nourishment of DOVE support me along!
The Brief:
Winter is a season when “nourishment” is needed for both skin and emotions.
It’s a must-have body care essential! Therefore, for DOVE, building on “Nourishment” concept can fulfill both the functional and emotional needs.
The ultimate campaign message for DOVE Nourishment Body Wash is to convey that the essence of love is plentiful and the way to give back thanks to it is also powerful and intensive.
Human being is a creature with a great capability of forgetting.
With today’s information overload, human beings have tendency to forget the past and lose things they held dear.
In order to be remembered and regain favor, saying thanks in the sweetest and best way is the target.
DOVE wants to remind “to give thanks to friends who have provided nourishment” in my life.
SOLUTION
The core concept is “Nourishment of DOVE, support me along.”
DOVE, here, is in the spirit of the upcoming Thanksgiving holiday, launched a website vividly delivering a new aspect of “Nourishment”. Through the website campaign, we clearly conveyed the meaning of saying thanks to friends who provided nourishment in life.
We also launched rich media banners to tell the generation that websites and rich media banners could serve as a bridge between a real campaign and an online engagement.
An option of sending a card of thanks is available, asking them to submit a message to give thanks to friends for providing nourishment in life. Every time a card is sent, it will also be posted online and the picture of friends providing nourishment in life would also appear.
As a result, the person sending card would also get a gift from DOVE!
RESULT
• 4,695,986 video viewership in just 40 days!
• 105,881 times website has become popular in a short time.
• 65,726 online cards sent originally, 6,369 gift sent
• Thanksgiving cards has been sent with gifts!