Dove | Uncontrolled women

BRAND: Dove

BRAND OWNER: Unilever

CATEGORIES:FMCG, Toiletries/Cosmetics

REGION: Argentina

DATE: May -May 2011

AGENCY: Initiative

MEDIA CHANNEL: BrandedContent, Digital,Online, PR

Dove wanted to re-launch its hair care range in Argentina and earn credentials amongst consumers as an expert hair care brand that women would trust. Dove wanted to refresh the promise that women who chose the Dove Damage Therapy range could reclaim control of their hair.

This re-launch featured new product formulas, new packaging, a new brand positioning and a fresh new tone in Dove marketing messages. But to achieve a successful re-launch, Dove needed to develop and distribute content to help generate awareness of the new 'control or uncontrolled messaging.

A series of videos were created that explored the idea of 'control and uncontrolled'. Well known female comedians discussed the things in their lives that bring chaos and stress, in a series of comedy monologues that tackled issues of control for women at work, at home and in their relationships.

Dove wanted to get involved in the online conversations of its consumers by providing them with some entertaining content they would feel compelled to share. Viewers are more likely to share content that engages them, which meant that Dove had to take advantage of the earned media potential of relevant, shareable content by ensuring that it was distributed effectively.

The resulting video series 'Stand Up Descontroladas' was seeded across multiple online platforms. Dove enlisted the support of key opinion formers in the blog space and launched a robust PR campaign on Facebook, Twitter and fashion aspiration sites. The key opinion formers spread the videos by posting entries on their blogs and Twitter feeds that discussed the difference between '#stable women' and '#uncontrolled women'. By the end of the first day, '#uncontrolled' was a trending topic in Argentina. Most of the tweets were linked to one of the Dove branded videos. Videos were hosted on a branded YouTube channel.

Descontroladas - Maria Freytes from CSquared on Vimeo.

Results

'Stand Up Descontroladas' achieved more than 500,000 views during the nine week campaign. 30% of visitors came from Twitter, Facebook, Dove.com.ar and paid media initiatives. 70% of views were counted in Youtube, coming from YouTube search or related video suggestions.

The mix of earned and paid media investment was split 10 % earned + 90 % paid.

The campaign contributed to a 10% increase in Dove's market share. (Source: CCR)

This campaign was shortlisted at the 2011 Festival of Media Latam Awards in the 'Best Use of Digital Landscape' category.

External links

Dove Argentina Twitter

Dove Facebook

Konad Cosmetics Flobu Waterproof: We broke up, I’m pregnant, He’s married

Advertising Agency: Grey, Buenos Aires, Argentina
Executive Creative Directors: Pablo Gil, Sebastian Garin
Creative Directors: Daniel Fierro, Gonzalo Ricca
Copywriters: Hernan Kritzer, Rodrigo Greco
Art Directors: Lisandro Cardozo, Tomas Duhalde
Agency Producer: Sergio Bonavia
Retoucher: Juan Carlos Erasmo

Gutsy TV spot| marketing for woman!

Check out these two videos for Quattro for Women, with the bikini area trimmer. The first one is pretty much how you'd think they would introduce the new product. I

t's about 90 seconds long so I am guessing they trimmed it down for a TV spot are using the longer form on their website. The second....well, it's not what I would have expected.




One is incredibly safe...the other, not so much. But, which one do you think will actually sell more razors?


'Mow the Lawn' 
Created by JWT New York to build awareness and drive trial for the new Wilkinson Sword Quattro for Women Bikini







Gillette Survey: How Do You Like It Shaved?







Axe girls cleaning the balls







Extreme. Entertaining. Roguishly symbolic, and its Axe.

Axe|Sofaurus

"Because as soon as you stop thinking about football, you start think about woman again.
Axe Play 2010."



Advertising Agency: Ponce, Buenos Aires, Argentina
Creative Director: Ricardo Armentano; Joaquin Cubria; Analia Rios
Creative: Juan Pablo Lufrano; Norberto Vatrano
Director: Armando Bo
Production: Rebolucion
Producer: Mariano Avellaneda; Axel G Linari
Director of Photography: Cristian Cottet
Post Production: Pickle
Editor: Gustavo Macri; Patricio Pena
Music: Animal Music

Axe Play: Sofaurus

Advertising Agency: Ponce, Buenos Aires, Argentina
Creative Director: Ricardo Armentano; Joaquin Cubria; Analia Rios
Creative: Juan Pablo Lufrano; Norberto Vatrano
Director: Armando Bo
Production: Rebolucion
Producer: Mariano Avellaneda; Axel G Linari
Director of Photography: Cristian Cottet
Post Production: Pickle
Editor: Gustavo Macri; Patricio Pena
Music: Animal Music

Only The Brave: Iron Man Limited Edition

 Only The Brave: Iron Man Limited Edition debuts this month in department stores and boutiques via a deal between Marvel Entertainment and Diesel. The partners are supporting the licensed product launch with a dedicated website, downloadable video games and online contests. Packaging will probably stand out in the sedate fragrance aisle—it's a bright-red clenched fist, made to look like Stark's costumed, crime-fighting alter ego. nking man's superhero, but his franchise is turning out to be the marketing maven's holy grail.

Make-up emergency? Rimmel to the rescue

The fact that 40% of visitors to the mobile site downloaded content shows how well Rimmel understands its consumers. This campaign was shortlisted in the Best Use of Mobile Category at the Festival of Media Awards. Find out if it wins on 20 April or vote for it on the People’s Award voting site.

BRAND:

Rimmel

BRAND OWNER:

Coty Inc.

CATEGORY:

Toiletries/Cosmetics

REGION:

United Kingdom

DATE:

2009

AGENCY:

OMD

MEDIA CHANNEL:

Digital,Mobile,Online

Rimmel was coming under increasing pressure from competitors and losing its market share. Ad spend was down and share of voice was at only 60% of the nearest competitor. Given product innovation is pretty standard across the big make-up brands, the only differentiating factor left to Rimmel was to foster brand loyalty. Applying make-up is an intimate act and building trust between brand and consumer is paramount.

Girls have an insatiable thirst for tips and advice when it comes to make-up. Focus group research and interviews with leading editors of girl's magazines revealed that despite this appetite for makeup knowledge, many young girls don't feel confident about applying make-up.

In the UK, 95% of young girls own a mobile phone. They are in constant communication with their friends, with 77% of girls sending at least one SMS message to one of their friends every day. As a component of a young woman's bag, the mobile is as important as her purse or lipstick. Rimmel's idea was to turn a girl's mobile into her makeup mate: a knowledgeable friend always on hand to inspire and give great practical advice on how to make great looks happen for them.

Specifically designed for mobile, the Rimmel hub housed a wealth of information on how to achieve a look, what products to use, tips and advice and specific Rimmel content. This would be a tool young women could use at any time, wherever they were. The hub was regularly updated with new product information and videos. The videos featured celebrity looks and were demonstrated by resident celebrity make-up artist Liz Pugh. Users could text in their questions, which Liz answered for them. Extra features on the hub included branded wallpapers, sample requests, videos of the ads, and product info.

Apple apps might dominate the category but being a youth brand, Rimmel specifically targeted the cheaper, more ubiquitous handsets, used by its market. Nearly half of Rimmel's market were on pay as you go, rather than monthly tariffs, which made downloading expensive. Free-to-download blue tooth technology in malls and cinemas solved this issue.

Of all the girls who came to the site over 40% downloaded a piece of content. In total there were 145,000 downloads. More important to Rimmel is the creation of a new generation of brand evangelists who now intimately trust the brand.

Gillette|Uncut

Gillette goes for rock'n'roll imagery in latest celebrity fronted campaign.

Possibly in a move to counteract recent scandals involving members of their usual stable of clean-cut celebrity spokesmen, Gillette target the under 30s male grooming market with a series of music films featuring artists from the worlds of rock, punk and hip-hop.

Building on the idea that a man's grooming routine helps prepare him to take on the world and face any challenges with confidence, the campaign draws analogy with the preparations made by rock stars before they perform in front of an audience. Steve Fund, director of global marketing, promises that the films will “show a side of the artist that's rarely, if ever, seen – going backstage to show how they prepare, including styling and grooming, and the moments of doubt they experience before taking the stage.”

Greenlight Media & Marketing engaged the services of renowned photographer Danny Clinch, former protégé of Annie Leibovitz and a prolific director of live concert films. Clinch's short film, and the affiliated print campaign, features the All American Rejects, will.I.am of the Black Eyed Peas, Tim McGraw and Mark Hoppus from Blink-182 in their pre-show rituals. After a premiere in L.A, the campaign is set to air on the Fuse television network.

As a supplement to the Uncut launch, the Gillette website will also feature a series of light-hearted video tutorials, also featuring the musicians, where viewers can learn to “Shave Like a Rock Star”.

BRAND: Gillette

BRAND OWNER: Proctor & Gamble

CATEGORY: Toiletries/ Cosmetics

REGION: USA

DATE: Sep 2009

AGENCY: Greenlight Media & Marketing

MEDIA CHANNEL

Nivea Visage| Bubbles

Nivea Bubble Billboard special realisation by JCDecaux for Nivea Visage.

Listerine | Snake Charmer "Bye, bye bad breath."

Humor in Indian commercials is usually presented with a serious background, until it reveals the ‘funny’ part at the end. This unexpected funny twist entertains the viewer as it succeeds to keep him clueless until the end. Watch this commercial from JWT India for Listerine, and you will understand this.

The commercial features the son of world famous mystic snake charmer and his destiny to follow his father’s legacy. So, he commences his business on the banks of river Ganga as a snake charmer. But there was something wrong as every snake rejects his charm and escape back to the wilderness. This happens every time, until a gypsy godmother solves the case. Watch and find out how.

CREDITS

Agency: JWT India

Executive Creative Directors: Senthil Kumar & Tista Sen

Art Director: Piyash Ghosh

Copywriter: Senthil Kumar

Production Company: Good Morning Films

Director: Shashanka Chaturvedi

Agency Producer: Suprotim Day

Producer: Vikram Kalra

The funny side of making ads