Uncontrolled Dove Damage Therapy: Social Media Campaign

Challenge

In light of the relaunch of Dove hair products, Quickmedia developed a viral action to generate engagement among the users and the brand.

Solution

Development of a Social Media campaign to promote a series of stand-up monologues performed by three well known actresses. These monologues, describing the troubles of uncontrolled hair and how they affect women’s lives, are shown exclusively on digital media, with Youtube as the key platform of the campaign.

As a starting point for viralization, the already consolidated social profiles of the brand act as the kickoff to start discussion topics and hashtags. This is coupled with a strong richmedia banner campaign and PR 2.0 topics in blogs and on Twitter, executed by Initiative Media.

Key pieces for the campaign:  MSN Skin portal,  Home Event on Yahoo.

The game “Regain control” supports the campaign by inviting users to participate in a challenge to win Dove products and other prizes.

Results

3 weeks after launching, the following were reported:
• More than 70,000 visits on Youtube
• More than 5,000 shared links on Facebook
• 26,500 new Dove fans on Facebook