Dove: Active Females
250,000 samples and 32MM impressions led to total unaided awareness of 72% and 8x the purchase intent of control group
Connecting Targets to Touchpoints
Target: Women 25-54 who wash their hair more than 7x per week
Touchpoints: Women’s locker rooms and pools at 750 YMCA locations
Trigger: Campaign included shower hang-tags, brochures, coupons, hair dryer tags, mirror clings, and posters. Hand-to-hand distribution to female customers at check-in
Takeaway: 250,000 samples and 32MM interactions led to total unaided awareness of 72% and 8x the purchase intent of control group
