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All case studiesDove · 2015 · FMCG
Silky Smooth
- The challenge
- Dove used to be a scarce treat, a reward for yourself. How could it find a new role and re-enter young women’s lives, shifting from a reward to a pleasure that is truly their own?
- The idea
- Do not describe silkiness, let the content deliver it, and bring every expression together under one topic: “Everything should be this silky.”
- Our role
- Digital planning, partner coordination, social and PR; the TVC and ASMR were produced by BBDO
Background
Dove chocolate used to be scarce, a reward you gave yourself. Today the brand needs a new role: to re-enter young women’s lives, moving from a reward to a pleasure that is truly their own. The 2015 goal was to make Chinese consumers fall in love with Dove again, through the first campaign that delivered pleasure directly through content.
Execution
TVC teaser
A “leaked” solo cut sparked talk first
Before the official release, a solo cut of the TVC was “leaked” to gather attention through talk about its endorser, then released officially.
Co-creation
The “right way to open it”
A short film made with a content channel, “the right way to enjoy silkiness,” turned silkiness into everyday content people wanted to share.
ASMR
Silkiness through sound, for the first time
For the first time silkiness was delivered through ASMR, with an offline multi-sensory experiment with Guokr, so people felt it first and remembered Dove after.
Relationships
A silky-relationship test and Didi
A “silky relationship test” H5 launched on Chinese Valentine’s Day, and a partnership with Didi linked online and offline, placing silkiness in relationships between couples.
One topic
Different topics, one message
Topics such as “Everything should be this silky,” “Is it really that silky?” and “Silky to the heartbeat” all said the same thing.
Result
Total impressions reached 5.3 billion against a 5 billion target, and branded content drew more than 80 million interactions.
The leaked TVC and viral content, with no media spend, brought more than 3 million interactions and 12 million views.
Project review data, not independently audited; not sales attribution.
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