The mini-movies featuring Oscar nominee Felicity Huffman juxtaposed with iconic moms TV moms like Carol Brady, June Cleaver, and Lily Munster offer the consumer an entertaining and humorous visual experience that segues smoothly and naturally into references about the soothing benefits of Dove Calming Night. The media and the message work together and enhance the campaign’s impact because the online webisodes provide longer, more intricate and engaging experiences for viewers than traditional TV spots.

In the first 30 days, over two million consumers have visited the Dove web site. More than 600,000 product samples have been requested. Consumers have spent over 35,000 hours viewing the mini-movies. Media exposure includes television coverage and numerous print articles. More than 50 million PR impressions have been recorded.