Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
The objective of Dove Silky Smooth campaign was to make Chinese consumers fall in love with Dove again. The target audience is post 90’s young women, we found that Dove defined the ultimate golden standard of chocolate “silky smooth” in the past 20 years, but it has become irrelevant to young women nowadays.
Solution：
Based on this insight, We deliver silky smooth story directly via innovative creative contents. For the first time, we combined the brand information and TVC copy to create a hot topic and leveraged different assets of TVC to make “Silky Smooth” popular, which turns out high exposure of branded content. For the 1st time, “Silky Smooth” experience delivered via ASMR, which contributed most of the buzz on weibo. Coop with the leading science website Guokr to create a multi-sensorial “silky” experiment for consumers’ ASMR experience, which triggers the highest interests online. Consequently, we encouraged netizens to DIY their own ASMR UGC video and shared on Meipai platform. 523 UGC videos was produced.
We also build up silky smooth stories in daily life scenarios that highly relevant to Chinese girls. By silky smooth story seeding, we bring the word “silky smooth” to life with media contents implementation. Leverage DiDi taxi APP, we build silky smooth relationship and create silky smooth context. On Chinese Valentine’s Day, Silky Smooth test went online to build silky smooth under relationship context between boys and girls.
Results：
It is the first time to choose appropriate topics (relationship, food, fashion) through the implantation of topic selection reports with the media to increase the exposure frequency of the word "silk smooth" and expand the use of the word "silk smooth".
ASMR format is a bold and successful move in our communication since almost over 95% of audience feel good about the experience brought by ASMR video and expressed their purchase intention.5% market share gain. Silky smooth has gone beyond its functional meaning but become the synonym of pleasure. Dove reinforced its iconic ownership of silky smooth.
