“Fresh-faced ladies” challenge
Challenge
Continue positioning Dove Beauty Bars as a reference in the skin care market. Educate users on the advantages of Dove’s original soap bar through a challenge that encourages women to use the product for a 7-day period before going out without make up.
Solution
The challenge aims at casting a closer look to Dove users through Facebook, an open communication channel.
The challenge invites users to participate in the “Fresh-faced ladies” initiative, rewarding women who are proud of showing themselves as they are. Users are encouraged to tell stories in which they had good experiences when being natural and did not follow social standards.
They are invited to participate in the 7-day challenge as well, and are asked to test the product to see whether they notice significant improvements in their complexion, helping them to achieve a nice fresh-faced look.
The initiative is complemented with an online campaign on Google, ClarĂn, Caras and Yahoo! among other media, and a social ads campaign on Facebook, encouraging users to become fans of the Dove profile and participate in the challenge.
Results
High engagement with more than 700 stories in the next 2 weeks after the campaign launch; high number of comments in the Fan Page Dove Argentina. In the same period, about 20,000 new fans of the challenge Fresh-faced ladies.
