Dove Camp
 Dove Advanced Care Deodorants

In 2023, FORWARD created two immersive exeriences to engage Australian and Kiwi content creators, influencers, media and consumers for Dove Advanced Care Deodorants. Hosted at a luxury bushland retreat on the Central Coast of New South Wales and in a urban setting in Sydney 42 Influencers and 36 consumers to put Dove Advanced Care deodorants to the test.
Improving self-esteem has always been a big focus for Dove, whether it’s changing the narrow definition of beauty ideals by only featuring real women in ads, taking a firm stand against digital distortion and running the Dove Self Esteem Program in schools.

While many women have bugbears and niggles about their appearance, one unexpected insight from Dove was our insecurities about underarms, with a massive 82 per cent of women feeling the need to have a perfect pit – smooth, flawless, and blemish-free.
But some ways to get them, if you listen to social media, are a bit spurious. From armpit detoxes or skin cycling to using lemons on your underarms, TikTok or as it’s commonly referred to as “SkinTok”, has become a playground for skinfluencers and beauty hacks all in one place. But not all the information out there was accurate or safe. #Skintok had amassed 11BN views on TikTok and #skincaretiktok over 3BN views, so with so much information and new products specifically designed for underarm care available, we wanted to get back to basics and show what’s helpful and harmful to our underarm skin.
We also wanted to empower Australian women to feel confident in their underarm choices and feel beautifully unselfconscious by celebrating and normalising a wide range of diverse underarms to move past the shame and remove underarm inhibitions.

Strategic Solution

To address misinformation about underarm care on social media and to engage with the most influential voices in the skinfluencer spheres, we created two immersive experiences to raise awareness of Dove’s Advanced Care and empower women to celebrate and care for their underarms. We took a fairly dry subject (pardon the antiperspirant pun) and made it informative, interactive and elevated.

Dove Camp
Part One

Introducing “Dove Camp” - we transformed one of Australia’s most luxurious resorts, Bell’s Killcare on the Central Coast - where some of Australia and New Zealand’s most influential content creators and consumers were hosted to put Dove’s superior care to the test through a series of immersive activities designed to energise the mind and body in the great outdoors. The influencers were transported up to Dove Camp and back on a customised luxury Dove Camp coach - to build on the “going on camp” vibe.
On the back of the massive response to Dove Camp, we brought the ultimate Dove experience to the stunning metropolitan backdrop of Sydney’s Paramount Recreation Club. We formed a relationship with Kirsten King, Founder of Fluidform, as an expert in health, to run multiple pilates sessions as a product testing opportunity.

Dove Camp in the City
Part Two

Results

42 Influencers and 36 consumers created over 180 social posts, reels and stories, delivered 12.2M organic impressions and a massive 6.1% organic average engagement (KPI 2.5%)

All this visibility and engagement turned into a massive sales uplift, demonstrating the power of engaging social influencers to spread the word and advocate on behalf of your brand.

Dove Deos achieved retail sales growth of +7.5% for 2023 to become one of Unilever Australia’s fastest-growing deodorant brand.
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