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Dove Summer Glow -- Word Of Mouth Campaign -- Australia
In 2006 Unilever Australia enlisted The Word Of Mouth Company to raise awareness of a new skin care segment -- self-tanning moisturizer -- and to start the buzz about their new product, Dove Summer Glow, via an evangelism program.
Launching in March 2006, The Word Of Mouth Company started the Dove Summer Glow word of mouth marketing (WOMM) campaign in February to educate their target on the correct use of this product and to get consumers talking about Summer Glow with their friends and family.
The Word Of Mouth Company's 30 Conversation Starters networked in their local communities throughout Australia and were invited into pre-existing community and social groups as guest speakers. Groups such as mothers' playgroups, school groups, sporting associations and social groups were targeted.
The Word Of Mouth Company Conversation Starters educated attendees on how Summer Glow tanned and moisturized in one easy step and also gave them the opportunity to get up close and personal by trying it for themselves, along with their friends in the group. The presentations were very interactive and raving Dove fans where identified in the presentations by the Conversation Starters. Participants were followed up with a survey after the presentation. Customer Evangelists were provided with samples to take home and share with friends and family. The word then started to spread in the communities we presented to, thus supporting the major media launch.
"The results have been really pleasing. The launch of Dove Summer Glow was a success and results largely exceeded both our launch and annual targets. Commencing WOMM activity before Dove Summer Glow launched meant we had started a buzz in the community and consumers were ready to buy it as soon as it hit the shelves. They had already tried it and knew it delivered what it promised." Valeria Volpini - Senior Brand Manager, Dove.
Dove is continuing with The Word Of Mouth Company as a part of their marketing mix for 2007.
Credit Information
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Client: Unilever, Dove
Agency: The Word Of Mouth Company, Australia
Budget: Undisclosed
Date of Campaign: Feb 2006 - July 2006
Contact Name: Vicki Foster
Case Study URL: http://www.wordofmouthco.com.au/login.asp
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