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Dove boasts product awareness through multichannel mobile campaign

dove

Unilever’s Dove is going all out to convert women to try its body wash products with a campaign that marries mobile, social, games and video.

The Dove Truth Files: Reveal the Truth, Reap the Rewards campaign uses a Facebook application that is optimized for mobile and PC devices to encourage consumers to unlock content and clues that reveal why Dove stands out to its competitors. In exchange for interacting with content, users receive coupons, gift cards, movie tickets and music downloads.

“We are committed to reaching real women where they live, work, play and shop,” said Gail Tifford, senior director of media at Unilever North America, Englewood Cliffs, NJ.

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“We know women are increasingly utilizing their mobile devices for both information and utility, which is why we made mobile an important piece of the Dove Truth Files: Reveal the Truth, Reap the Rewards campaign,” she said.

“We are very excited that we can reward everyone who participates in the campaign by interacting with the Dove Truth Files app, and we wanted to make sure that this opportunity was accessible to women no matter where they are.”

Mobile truth
Dove has created a Facebook app that is optimized for mobile and PC devices.

The app is meant to help women crack the case on why Dove body wash stands out compared to its competitors via four tabs.

For example, consumers are encouraged to pick a competing body wash from a line-up of products. Once users select a product, a video automatically plays. The clip pits the competing brands against each other in a test to show how Dove is gentler on skin.

From there, consumers can see which reward they have earned and fill out a short entry form to redeem their prize.

Users can also play Dove-branded mobile games, such as a picture puzzle.

Additionally, consumers are prompted to watch testimonials from women that have made the switch to Dove products.

To help spread the word about the campaign, Dove is running mobile banner ads in mobile apps such as SongPop. The ads link consumers directly to the Facebook app.

Repurposing content
The Dove Truth Files app combines a few different assets that Dove has used in its past marketing.

For example, in December Dove rolled out an iAd campaign that incorporated the video content that is being promoted in the current campaign (see story).

Additionally, Dove used a mobile game last year as part of a mobile advertising campaign to increase Facebook “Likes” (see story).

By pulling in multiple pieces of creative in the Facebook app, Dove is able to build a one-on-one interaction with consumers.

“We take a multichannel 360-degree approach to all of our marketing communications, including advertising, public relations, social media, and mobile,” Ms. Tifford said.

“All these pieces are working in tandem to drive awareness and engagement in the Dove Truth Files campaign,” she said.

“Consumer behaviors are changing with the onslaught of personal technology, creating new opportunities for marketers. It is more important than ever for marketers to go to where consumers are spending time. The rise of digital, mobile and social media has allowed brands to engage directly with consumers as well as encourage them to share a brand’s content with family and friends.”

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

Lauren Johnson is associate reporter on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

 
Related content: Content, Gail Tifford, mobile, mobile marketing, Unilever, Dove

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