Objectives

Align with key lifestyle influencers to promote Dove's new 'Dry Spray' deodorant amongst millennial women in a positive content environment.

Strategy and Execution

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:

• A growing and active fan-base of young women of Females 24-34
• A positive and engaged social community, creating a brand-safe environment
• Women in their 20's at various stages in life (i.e. Recently married, moving across the country for work, having a baby, etc.) based on Dove's different consumer archetypes
• A sophisticated and positive POV that has landed them as trusted beauty and lifestyle experts for digital audiences, while also offering an authentic approach to beauty (one that's relatable and fun to watch).
• Have great on-screen chemistry, and experience doing collaborations.

Results

• 1.7M Facebook views and 795k YouTube views during our 3-week launch
• Reached 2.5M fans on Instagram and 1.6M Fans on Twitter during our 3-week launch
• Over 35k social engagements during our 3-week launch
• Cast Kandee Johnson as our host, an influencer with over 10MM social followers
• Fans had an overwhelmingly positive response to the influencers collaborating, the stories, and Dove deodorant!

Media