3-minute miracles! Dove Damage Therapy Treatment Conditioners

Challenge

Communicate Dove Treatment Conditioners, highlighting results and time of use, conveying the idea of achieving a miracle on the hair in just 3 minutes after applying the product. Engage Dove community in social networks.

Solution

The core of the action ecosystem is the Facebook Dove Fan Page, with its community remaining loyal to the brand. At a first stage, posts related to the product promise aim at engaging followers with the new topic in social networks.

A contest is developed through a Facebook tab using the BuddyMedia platform. Under the motto “Miracles do exist! A 3-minute miracle!” participants learn that Dove treatment conditioners reduce the time for a hair cream bath from 20 to 3 minutes. Fans are then invited to tell about their 3 most important, almost miraculous minutes in life. Products are given away as prizes.

Inside the Facebook tab, followers can also participate in the survey: “In the past, a hair cream bath took you 20 minutes; now you can do it in only 3 minutes! What are you going to do on your free time?”

As a complement, a banner campaign and a newsletter are developed to strengthen the action and increase total fans number.

Results

Even though there are other simultaneous actions for the brand on Facebook, 20,000 new fans are registered, having a total of 152,000 Dove Argentina fans.

The contest generated more than 700 comments on the tab and published posts on the wall in which they were promoted, with over 400 ‘likes’.

Social ads generated over 10,000 clicks, which took Facebook users to the tab where the contest was hosted.

High participation in the survey, with over 1,600 responses.