New variety Go Fresh launching

Challenge

Communicate the launching of the new Go Fresh deodorant and body splash with a peach and white ginger scent, while leveraging the entire products segment. Facilitate sampling while stressing the concept associated with Dove and the Go Fresh product line.

Solution

Development of the website “Tips to revitalize this Spring”, in which users participate of a prize draw for Tablets and product kits. To participate, users must answer four questions on what helps revitalize their lives and how they renew their energy to keep going.  Through this simple interaction, the ‘freshness and Spring energy’ concept is installed and connected with the new Go Fresh variety. Content provided by users is also shared in social media channels thus generating a viral effect. To increase the chances of winning prizes, users were asked to enter product codes.

Results

50,000 unique visits to the site in the 30 days the contest ran.
Over 8,000 participants who responded questions and sent their personal information.
Intense traffic from Facebook as a result of posts related to the contest: 500 ‘I like it’ and 300 comments.