Dove Nutri-oils. Make Friends With Your Crazy Frizzy Hair.
Dove needed an experience to talk to Real Women and demonstrate the effect that Dove Weightless Nutri-Oil has on eliminating frizz from their hair.
In the “overheated” category of Hair Care, Unilever’s Dove was failing to see its market share move past its traditional 6.6%. Dove decided to do things differently. We needed to launch a new variant that would appeal to women in the Gulf. This variant was Nourishing Oil Care, which deals with dry and frizzy hair.
The new challenge was to grow market share not only for the variant but for Dove overall. Our work targeted Real Women: over 25 years old and image conscious. Hair is the most important factor when it comes to showing off their beauty and style.
To show how annoying frizzy hair could be, we created the FRIZZOMETER; a simple machine that tested hair for frizziness. People touching it ended up with more than they bargained for, as the electric charge made their hair laughably frizzy.
They then placed their hands on the Dove Weightless Nutri Oil pack to experience the effects of this miracle product. Subsequently, our Real Women were invited to become the New Face of Dove by featuring on our giant electronic billboard. The resulting images were recorded, shared with the participants online and posted to their Facebook walls as well as the Dove Arabia Facebook page. So Real Women appeared in our Outdoor advertising and on our Facebook page simultaneously. Women could also participate virtually through a Facebook app.
While these Real Women shared this experience with their friends, we actively targeted their friends on Facebook. Simultaneously a radio campaign drove traffic to our Facebook application. All this was done in a way that made Real Women want to spread our story. It worked. Brilliantly.
Following the launch of the campaign, Dove Nourishing oil care beat its targets every month. It has become the top selling variant of Dove exceeding the performance of the other 8 variants that have been established in the market over recent years. On top of that, it was selected as the Product of the Year* by our consumers in the hair care category.
*Product of the year 2012, UAE edition, Hair Care Category Winner.