CLIENT
Unilever
Jonah de-Lumen - Brand Manager
AGENCY
Maureen Shirreff - Group Creative Director
Paul Elam - Mgmt. Supervisor
Tereasa Surratt - Creative Director
Jennifer Totten - Copywriter
Liz Wade - Planning Director
David Lang - President, NA
Andrew Heath - Managing Director, Team Unilever
Melissa Shapiro - Managing Director, Team Unilever
Ogilvy Interactive New York
Socrates Papazoglou - Mktg. Manager
Integrated Marketing Services
SUMMARY
The goal for this launch was to bring 20-something women into the Dove franchise and to tap into the growing market for fragrance and experiential personal care products. A true 360-campaign reached and touched the target audience in innovative ways. It sought to build affinity by acknowledging the pressures of her life and positioning the sensory product experience as a way to put those pressures in perspective. The campaign successfully lowered Dove's age profile and exceeded sales targets by up to 76%.
