Insight
All women love to play with their hair and try out different hairdos. They enjoy experimenting with their looks by colouring, dying, crimping or curling their hair. However, the apprehension of subsequent hair damage is always a huge tension point. This puts second thoughts into their head and often prevents them from experimentation.
Dove’s ambition was to own the platform of hair damage repair and present itself as a deliverer from all damage woes. The main communication to be driven home was that, women could now go play with their hair as Dove would be there to take care of the damage.
Strategy
Dove had to devise an exciting strategy to draw women out of their shell and entice them to give into their impulse of experimenting with their hair. Mindshare decided to personalise its call outs to them to GoPlay with their hair, compliments of Dove.
Given the market task and tension point, the agency knew a typical multi-media spray-and-pray campaign would not work as they are constantly drowned out in noise.
So it worked with Mumbai and Delhi’s two largest daily newspapers, 6 radio-stations and Twitter to create a personalised communication for women residing there.
Every day Dove announced a name on various media. Anyone with that name had to register their details on the Dove IVRS number and stand a chance to win vouchers worth up to Rs 2500 ($40) from a reputed salon. With these, they could now play with their hair, without the inhibition of damage.
Execution
Research suggested that 10 female names stood out as most popular in Delhi & Mumbai.
The agency innovated the newspapers’ mastheads, and created a personalised call-out to each of the 10 names identified; over 10 consecutive days.
On 21st Apr, Neha(s) across Mumbai and Delhi woke up to their daily newspaper, saw the masthead calling out their name. The Times of India masthead transformed into “Nehas of India”; while Hindustan Times’ became “Hindustan calls all Nehas” by a clever positioning of a half flap on the front page.
Over the next nine consecutive days, an innovative format - a 2-inch extension jutting out of an inside page announced a new name everyday was created in both newspapers.
Radio Jockeys who shared their name with the Dove name of the day encouraged participation via personal call-out and special show integrations.
Buzz was created on Twitter by constantly sharing interesting factoids and contests around the Dove Name of the Day.
Results
For 10 days, Dove made one in every three women in these cities, while 90% of the print readership were exposed to the campaign, briefly moving their eye from the election! This was done at 25% lower cost per reach.
- 94,000 women secured Dove Hair-Spa experiences over 10 days
- Dove’s sales grew by 5%
- Spontaneous awareness scores jumped 900 base points
Mind measure “repairs hair damage” shot from 38 to 60.
Social-Media engagement skyrocketed with Dove’s Twitter followers doubling and Facebook community seeing an addition of 380,000 followers.
Now, the two leading newspapers have new ad inventory to sell!