Dove Dry Shampoo Initiative Russia
This work
in other
nominations
Ad Campaign on Social Media
Campaigns in a Mobile Environment
Innovative solutions in digital
Task
Russia’s complex centralized water supply system needs an annual overhaul. So every summer in Russia the authorities turn off hot water for two weeks in every apartament. Women suffer from the lack of hot water during this period. Dove has a solution, this is the dry shampoo, which refresh and revive hair between washes. But Russian women don’t know about it. Main objective is to increase product awareness and sales of certain brand SKU.
Ideas and solutions
CULTURAL CONTEXT: Russia is a country of centralized supply of heat and hot water. From the combined heat and power plant hot water flows through the pipes to each house. It is a complex system with old worn out equipment, which requires annual prevention. The authorities turn off hot water for two weeks in every apartament. Women suffer from the lack of hot water during this period. Every day they are forced to warm the water in pans and kettles to to wash the hair. SOLUTION: We launched the display ad campaign on social nets, in banners on desktop and mobile, where the message about dry shampoo was shown to a woman exactly at the time when hot water disappeared from her house. All the targetings were based on open data from Moscow Government. Each ad contained the address of the nearest to woman’s house retailer, banners were prepared with help of proprietary dynamic creatives platform. Campaign was launched on the biggest Russian publishers: Mail.ru, Yandex, VKontakte, Odnoklassniki and Wi-Fi.ru. All these publishers allow to show display ads only for people who lives in particular area. We used this feature for our campaign: woman could be at work or on weekends outside the city, but she still saw the banner corresponding to her place of residence (usual address). We communicate with a woman in particular moment when she was the most susceptible to the message from Dove: «Dry shampoo leaves hair looking and feeling refreshed without washing and absorbs excess oil from the hair to revive between washes». RESULTS: — 5 mln contacts — 1.2 mln unique reach — Product awareness has increased by 10 percentage points (online survey by Tiburon Research) — Product sales have increased by 5% (vs similar period without media support).
