Align with key lifestyle influencers to promote Dove's new 'Dry Spray' deodorant amongst millennial women in a positive content environment.
We wanted to create a series that naturally brought Dove into the lives of some of the biggest digital influencers, so we developed a format based on real life, real routines, and real products.
By showcasing the influencer's tried-and-true tutorials within "docu-style" moments, it created a unique opportunity for Dove to authentically integrate into the influencer's every-day routines, while still being aligned with the type of content their fans know and love. We wanted to drive home the message that these young women depend on Dove to feel fresh and ready for all situations. While the influencer's social stardom made each story exciting and aspirational, it also revealed how similar their day-to-day lives are to all millennial woman.
We cast these women not only based on their social reach and engagement-level (12MM social followers in total), but also based on the below prerequisites:
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