The Dove Home Salon Ex­pe­ri­ence

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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

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