With the launch of Dove's Dry Spray Antiperspirant, the brand's primary goal was to generate mass awareness and trial. The VaynerMedia team was challenged to present an insights-driven and socially-led big creative idea to propel the brand forward.
Our insight was when women have a new product they love, they want to talk about it with their friends. Our final creative positioned the product in an elevated beauty space as a must-have trend. We utilized blogger equity in creative, as well as featured the deodorant in trend-focused settings. In the end, weexecuted a campaign with an elevated look and feel that outperformed Unilever benchmarks.