How Dove used influencers to position itself as a 'skincare staple'
Collectively won in the Fashion/Health/Beauty/Luxury category at The Drum’s Social Media Awards in 2022 for its work with Dove. Here we find out what went into the project…
Collectively won in the Fashion/Health/Beauty/Luxury category at the awards / Dove
As the beauty category became more crowded, Dove was seeing newer cult brands take off on social thanks to the power of influencer marketing.
The question was: “how does a multi-generation brand with the cache and market power of Dove break through via influencer on social?”
To tackle this, Collectively activated a new influencer strategy, tapping a diverse group of Dermatologists, Skincare Enthusiasts and Dove Lovers to position Dove as the number one body wash brand.
Using their voices, Dove got ahead of its competitors by staying top of mind in the 'skin-fluencer' category and social space. Collectively, the brand developed a multi-tactic strategy spanning organic influencer posts, paid boosting and earned user-generated content.
The team executed five planned briefs spanning five unique products that created measurable brand lift and 'always-on' coverage, increasing category favorability for the entire skin cleansing business.
Results have supported a significant increase in the brand’s social rankings in the US market.
TikTok, Instagram, and YouTube content highlighted Dove Body Wash in all its formulations as a must-have staple for skincare routines. Content generated brand loyalty, lift, and substantial product consideration amongst potential consumers.
Overall, Skin Cleansing campaign generated 324 total posts from 177 unique influencers and 86.2m impressions.