Throughout the tournament, Dove Men+Care reminded men everywhere about importance of being “comfortable in your own skin.” •Television: A core awareness driver, ran on-air in-game schedule on CBS, Turner Sports, ESPN with “Journeys to Comfort” vignettes from Selection Sunday through the Championship game, sponsorship of in-program NCAA features on CBS, Turner and ESPN solidified our ownership of tournament.•DigitalOn high-profile sports sites, home-page-takeovers, flash banners, expandable rich media drove target to watch “Journeys to Comfort” video and play “Trivia Time Out” where guys answered trivia and won a chance to meet Magic Johnson. Created HPTO execution around UConn super fan the day after the championship.

•Mobile & Social: I-Ad encouraged men to tap through to custom NCAA experience to view “Journeys to Comfort” video and “Trivia Time Out” content, newly launched Dove Men+Care Twitter handle posted sports content, free giveaways, and amplified tweets from talent.

Overall the campaign delivered more than 400m paid media impressions, over 18m social impressions via Twitter, and 188 million PR impressions across general news, entertainment, and sports media outlets.

Based on brand health tracking, Dove Men+Care saw positive lifts across key metrics such as “Truly understands the needs of men” and “different from other cleansing products for men.”But more importantly, sales were up 80% for Dove Men+Care Body Wash among NCAA fans, and overall sales lift was 17% compared to the same period the previous year.