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Baby Dove
Baby Dove Launch at Target

RAN IN: United States

CLIENT
Unilever

Natalie Gillquist, Shopper Marketing Manager

AGENCY
Team Unilever Shopper *Lead Agency

Jenell Kuehne, Group Account Director
Johnny Walters, Account Executive
Stacy Cason, Supervisor, Social Media
Chad Snyder, Marketing Supervisor
Jennifer Karni, Associate Director, Media
Lindsay Ruddy, Associate Creative Director
Heidi Schoeneck, EVP, Executive Creative Director
Soche Picard, EVP, Team Lead
Phil White, EVP, Head of Strategy


Geometry Global *Lead Agency


SUMMARY

Unilever entered Target’s signature Baby Department for the first time ever with Baby Dove. We had to transfer her love for Dove personal care as a woman in order to establish trust for Baby Dove as a new Mom in a category where both shoppers and retailers already had a long-standing loyalty with some very big and well established competitors.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIRECT During;DIRECT Mail;ECOMMERCE During;EVENTS During;MOBILE/TABLET During;MOBILE/TABLET Display Ad;PACKAGING During;PRICING During;PRICING Couponing;PRICING Trade;PRINT During;PRINT Newspaper - Print;PRINT Retailer Specific Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE Sales Promotion;SAMPLING During;SAMPLING Direct Mail;SAMPLING In-Store;SEARCH ENGINE MARKETING (SEM/SEO) During;SHOPPER INVOLVEMENT During;SHOPPER INVOLVEMENT Consumer Generated;SHOPPER INVOLVEMENT WOM;SOCIAL MEDIA During

Audience: Mothers

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English