CHALLENGE

 

Dove Hair had been facing a 10-year decline in a highly competitive, $6.2 billion U.S. haircare market, was dwarfed in media spend compared to their primary competitor, and faced an onslaught of in-store couponing activity. In order to reinvigorate brand sales and build brand awareness and love, we needed rich consumer insights and a strategy beyond delivering functional benefits.

 

SOLUTION

This book of poems celebrates the real women who love their curly hair. Their stories inspired the poems in this book and continue to empower the next generation of curly girls to embrace their natural hair. 

 

RESULTS

The Dove Hair Love Your Curls campaign drove unprecedented levels of success, reversing a 10 year sales/equity decline in the overall US Dove Hair business:

- Dove Hair sales increased 4% vs. YAG since the campaign launch – not only turning around a decline, but growing the business.

- Grew +700bps in unaided awareness.

Love Your Curls Video Results:

- 28.3MM film views across platforms, with 9.3MM film views occurring in the first 3 days, which was a faster start than any previous Dove campaign (benchmark was 25MM total views)

- 500MM social impressions via campaign hashtags; decreased negative social sentiment around curls by nearly 20%

eBook Results:

- 101+K downloads of the free e-book from Dove.com, Amazon, iTunes, and Google Play (benchmark was 100K)

- #1 Free Children's Book on Amazon (week of 6/22)

- Over 1,100 physical books requested by schools, libraries and community groups 

Emoji Results:

- Over 900K keyboard downloads and sticker pack installs (surpassing total campaign benchmark by 250%)

- 50% App engagement rate in first week (benchmark was 24%)

- More than 1.7 million user interactions within the keyboard in less than a week ​

 

RESPONSIBILITIES

Strategist, UX designer and team leader,