Unilever

Ogilvy & Mather *Lead Agency

Janet Kestin, Chief Creative Officer
Chris Dacyshyn, Copywriter
Julie Markle, Art Director
Aviva Groll, Unilever Client Service Lead
Angela Hale, Management Supervisor
Matt Hassell, Chief Digital Creative Officer
Sebastian Barrotta, Digital Art Director
Terri McBay, Social Media Director
Rachel Connell, Digital Group Account Director
Heather Sheehan, Account Supervisor

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.