50% of women enter to the category before turning 13 years old and most of the young girls are unlikely to switch brands before mid-20s. Parental advice is a critical driver of choice when it comes to the first deodorant and most often the first deodorant a girl tries will be bought by her mother.

Through its care and efficacy credentials, Dove has a clear role to play. With this campaign, we were willing to speak to both the mothers and the young girls, tapping into a relevant insight that resonated to both, showcasing real mums and daughters as per Dove’s pledge on authenticity.

Despite the love and connection, no matter what they do and how they do it, mums are somehow always an embarrassment for their daughters. This gave life to our creative idea and campaign concept.

A universal truth resonating to both the mums and their daughters and that applies even more strongly to social media. We therefore decided to bring the creative idea to life using the codes of the popular social media platform Tik Tok.

The creative idea responded very organically to the campaign objective to recruit young girls into the deodorant category and fitted with Dove’s deodorants DNA that is rooted in care and efficacy.

We knew we had to create content that would resonate to both of our two targets. We needed it to be relevant for both the mum who buys her daughter’s first deodorant and the young girl who the more expresses her voice and choices, the older she becomes. Talking with mothers and teenage girls, we found out that most of mother-daughter relationships are torn between bonding and cringe. This powerful insight gave life to our campaign concept. A universal truth which is brought to life even more clearly in social media, where mums and daughters share and post moments together. To land an authentic content that would resonate with our consumers and be true to the brand, we reached out to real mothers and daughters to co-create content that would showcase this special and complex bond.

In line with Dove’s pledge to feature only real women and girls, we reached out to real mothers and daughters and asked them to capture sharing moments that would bring to life this insight. The entire production process was meant to guide the mothers but leave them with enough space and freedom to ensure that the authenticity of their relationship and their bond would come to live. The 8 final films were built following the codes of Tik Tok, showcasing mothers and daughters sharing moments of bonding and bringing to life the tension between the love they share and the embarrassment all teenage girls somehow feel towards their parents.

On top of the digital films that were broadcasted in YouTube, social channels and paid TV, we also invited +10 local high-profile mum influencers to create their own videos with their daughters, following the creative proposed by the campaign.

Sales grew 2.8% in the first 6 months of the campaign. Penetration and purchase frequency of households with 6-12 & 13-18 year old children grew between 6-9%. Digital metrics show results above Unilever benchmarks and KPI´s set up for the campaign.

Youtube&Video

• + de 13M full views

• + de 120M impressions

• Average VTR% 51,2% (KPI 35%)

FB/IG

• CTR%: 0,39% (KPI 0,05%)

• + de 15M unique users reached

Tik Tok

• First Dove campaign on Tik Tok

• Each video (5 in total) had 6M reach unique users (KPI: 5M)

• Average VTR: 31% (KPI 20%-25%)

• Average Engagement Rate 4,44% (KPI 4%)