The Dove Home Salon Experience
Women in the UAE love pampering themselves and spending money on salon treatments, even with busy and hectic lifestyles! But they can be very price conscious when buying a product that isn’t considered part of their beauty regime, especially when that product might be viewed as ‘just another soap’…
The challenge of the brand’s PR agency, Wunderman, was to turn the sceptics into believers if only they could find a way to get them to sit for the experience, which is when they hatched an ingenious plan. They considered all the qualities inherent of the product and decided to bring these to life.
The initial step in that direction saw the agency kick-start the campaign by reaching out to women online and extending them an invitation to enter a draw and win an exclusive at-home salon session, promising rejuvenating facials and relaxing back massages.
The offer came across as too good to be true, which was also in line with the effects the soap has on the skin. Not surprisingly, the number of women who took up the call was overwhelming fuelled by an eagerness to be pampered. Those lucky to have been chosen expressed wonder and delight by flooding social media with comments and stories of their experiences courtesy of Dove. Taking it even closer to the audience, Wunderman reached to Uber Dubai and added a unique in-app ‘Uber Salon’ ride in a move to set the brand apart from the rest.
The architects of the operation documented the entire campaign on video thereby raising more awareness and buzz. Over 250 home salon experiences brought radiance to real women across the UAE in a first-ofits-kind product trial. The success they met with drove them to extend this endeavour beyond its pre-set date by including more women who had never had a private pampering session to this effect in the privacy of their homes.
The experience in parallel with the results was unprecedented not to mention, unforgettable. G.A.
Wunderman's Dove team