THE ASK
Exploring the Doves Brand Platform and how we can promote meaningful service consideration amongst our audience.  

RESEARCH
Survey, interviews, social listening, psycho-social studies

“I’m a total people pleaser and verbalize more kindness to others than to myself.” - Sophie, 35-years old

THINKING
We found that the average woman criticizes herself at least eight times a day, and she got started on this criticism bender before 9:30 AM in the morning. How can Dove intercept this behaviour?   

INSIGHT
Women have learnt to be critical towards themselves and show kindness towards others.

SOLUTION

Dove to help women rewire outdated thinking and show kindness towards themselves first. 

IDEA
In partnership with Calm App create a free mindfulness series to turn criticism into kindness. 

Going skin-deep:
Send push notification to women between 7-9AM, reminding them to not only use dove body wash but also mindfulness to start their day right
Social media ad campaign via IG, FB, Twitter and Spotify to drive traffic and clicks. 

MEASUREMENT 
Social media engagement 
CTR from the social ad campaign
Unique plays on Clam 
Website visits