"爱上不一样的丝滑 德芙小清新系列IP营销 Dove Rainbow Campaign"

作品信息

作品描述

背景

"In 2016 August, Dove launched a new product range called “Rainbow”, riding on the platform of local flavor and texture. While quite successful, their 2018 goals were to increase sales more dramatically, specifically:
a) To increase sales across the board.
b) To refresh the Dove image amongst young female consumers and deliver sales against this demographic."

目标

"Refresh brand image towards being light & fresh to engage young consumers and To drive total brand growth to full-year 640Mil RMB"

创意

"We found the Dove DNA in the mobile game blockbuster called Love & Producer, which could naturally embody Dove’s silky smooth romance. So we established a deep IP partnership with this Gaming IP. We have strong but very native brand exposure in game. We announced the four virtual heroes in game as Dove new spokesmen and amplified that news in real-world media. We enable consumers to create their own fatacy love story in comic and photo format by cooperating with Bilibili, WeChat and Weibo. We create a real dating site, a Dove thematic CVS, where consumers can meet, talk to heros in real life.

结果

Campaign achieved 5billion impression (+49% vs plan), with 171,000 earned buzz from real consumers. The first round of 3000 pieces of limited edition were sold our within one hour.

分析

"This cooperation with “Love & Producer” enabled Dove to excite young consumers by creating a cross-dimensional(跨次元的） world in which they could enjoy an immersive romantic experience with virtual heroes they love. And this help to build great brand love.
This IP enabled Dove to win more support from media giants like Weibo & bilibili , to create many media-first format and mechanism to drive higher engagement with consumers.
This campaign fully unlocked IP potential in both communication and business perspective. Fans economy is smartly leveraged to boost Dove limited edition sales."