How Unilever’s Dove Men+Care boosted awareness with a multi-channel, collaborative promotion

Key Highlights:

• Solution overview

• Customer focus & promotional drivers

• Collaborative promotion game plan

• Celebrity & network amplification

• Results driven marketing

Traction Digital worked with Unilever Australia on the Dove Men+Care “Journey to Strength” collaborative promotion providing technical scoping, campaign setup, mechanics and testing to support a multi-channel and multi-partnership promotion.

Challenges

  • Promotions platform for multi-channel solution
  • Trusted advisor for major prize draw
  • Acquire new email subscribers

Solution at a glance

  • Traction Platform
  • Source scrutineer and monitor major prize draw
  • Reporting and insights

Customer focus & promotion drivers

Unilever brand Dove Men+Care provide personal grooming products for men. Celebrating a new definition of strength: one with care at its centre, Dove Men+Care believes that care makes a man stronger.

The “Journey to Strength’ is a Dove Men+Care marketing initiative to promote a positive, more liberating vision of masculinity, that creates an enriched social environment for both men and women.

Dove Men+Care required a promotion to drive awareness and engagement of the “Journey to Strength’ marketing campaign.  As an existing digital partner to Unilever, Traction Digital were able to provide Dove Men+Care with the digital platform and capabilities to manage a full end to end digital solution that included technical scoping through to prize draw mechanics and reporting.

Collaborative promotion game plan for winning growth

The promotion was a collaboration bringing together; Unilever’s Dove Men+Care, Australian rugby team the Wallabies and Australian supermarket chain Woolworths.

The month long promotion gave consumers and rugby fans the chance to win fantastic prizes of Wallabies merchandise such as scarfs, T-shirts and beanies and a major prize of a package trip for two from Sydney to London to see the Wallabies play live, including 31 nights’ of accommodation.

To qualify, customers simply purchased two or more Dove Men+Care products in the one transaction from Woolworths stores, entered the proof of purchase details in the promotional website form to go in the draw to win. Entrants received an automated email confirmation once their entry had been successfully submitted.

All prize draws were monitored and carried out by Traction Digital, through a random computerised draw.

Dove unilever collaborative promotion

“As a trusted provider, Traction Digital securely managed a promotion that involved multiple channels and partnerships and a high value consumer prize draw. They simplified a complex process to deliver an exceptional customer experience.” Andrew Tilley, Brand Manager, Unilever.

 

Celebrity endorsement and network amplification

collaborative promotion Dove David Pocock

Dove Men+Care partnered with Wallaby David Pocock, who shared personal stories highlighting modern day strength. Pocock, who’s public image which is often perceived as “tough”, gave insight into a different perspective challenging the typical stereotypes of masculinity – physical strength, wealth and power.

Dove Men+Care and Wallabies players published content to amplify the promotion across a community of channels including; email, website, podcasts, blogs, social media and videos.

collaborative promotion Dove Qantas wallabies

Results driven marketing

More subscribers. Major promotional rewards. Increased Engagement. Emotional brand connection.

The promotion created a greater awareness of men’s social causes, with the support of celebrity endorsement.

By working collaboratively with Woolworths and the Wallabies, Dove Men+Care were able to leverage the passion and loyalty of fans to impact on brand exposure. An uplift of more than 8.5% in new subscribers was achieved for Dove Men+Care.

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About Traction Digital

Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.

 

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