CASE STUDY: Dove create an ownable point of difference via radio
Provided by Bauer Media
Dove sponsor Magic FM's breakfast show in order to target women during the launch of Dove Supreme Cream Oil Body Wash.
What was the Challenge / Background of the Campaign?
Dove came to us with a number of challenges. They wanted to convince women that Dove Supreme Cream Oil Body Wash is an everyday luxurious treat that is worth paying more for. Ultimately their aim was to create an ownable point of difference and encourage women to switch to Dove Supreme. Radio was the biggest media at that crucial time of the morning when women would be getting ready for their day ahead. Conversation revealed that the Magic breakfast show was perfect for Dove as it targeted the right audience in the right tone of voice.
What was the Campaign Objective?
To create an ownable point of difference and to encourage women to switch to Dove Supreme. Dove also wanted to communicate the range and benefits of the product.
What was the Solution?
A six month integrated sponsorship of the Neil Fox breakfast show every weekday morning 5.30-9am, inclusive of daily music feature. Prior to the launch, Magic ran 'Ladies Week' with Dove - a week where all male DJs were replaced with female presenters throughout the day. A further two promotions appeared during the campaign to launch and reinforce the sponsorship, giving away luxurious experiences of the listeners choice.
What were the Results?
- Spontaneous awareness of Dove Shower gel and body Wash rose pre to post campaign from 61% to 72% amongst listeners
- 52% of listeners said they would chose Dove shower gel and body wash post the sponsorship, compared to 43% pre
- 67% of listeners thought the sponsorship gave you a better impression of Dove Supreme Cream Oil Body Wash
- 43% of listeners said that they were more likely to buy Dove Supreme Cream Oil Body Wash as a result of the sponsorship
What were the Key Learnings of this Campaign?
We suggested a sponsorship with launch coverage that introduced the new product and then maintain brand presence. Not only could radio reach people at that key time of the morning but radio successfully challenged TV in terms of cost efficiency. For the first time Magic also ran 20 second sponsorship credits alongside the standard 10 second ones for Dove in order to communicate the range and benefits of the product effectively. The Dove TV voiceover was used in all creative to help integrate the activity with Dove's other advertising, proving to be very effective approach.