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Dove wants to give 20-something women a fresh perspective on life through an interactive romantic comedy on WakingUpHannah.ca.
For the latest addition to the “Campaign for Real Beauty,” the Unilever brand is promoting its Dove Go Fresh soap brand to women in their 20s, who tend to struggle with societal pressures, said Barbara Owens, brand building manager for Dove skin cleansing.
“Girls in their 20s are often dealing with a lot of pressure and forget how beautiful and amazing their lives really are… It’s really about helping [them] wake up and get a fresh perspective on what’s going on,” she said.
The site, developed by the Barbarian Group in New York, follows the life of Hannah, a 20-something trying to discover herself. Hannah encounters problems at work, has a midday blind date and needs to deal with her sanctimonious sister. Visitors can pick which scent Hannah will wear, click on her cellphone to view her text messages and pictures, and hear ongoing commentary. Each segment runs about seven minutes in length.
The site is designed for women who love romantic comedies, and gives them the chance to “jump around and play” for however long they choose, said Nancy Vonk, co-creative director at Ogilvy & Mather, the agency responsible for the campaign’s creative concept.
A 15-second teaser trailer, in addition to e-mail blasts and online ads on social networking and gossip sites, direct people to the site.
Dove is also running an extensive coupon campaign at WakingUpHannah and the coupon site Save.ca. The offers will change on a weekly basis and range from a free bottle to buy-one-get-one-free savings.
“We know for this target, being able to try the product is really important, so we wanted to make sure that she’d be able to get the product in her hands,” said Owen.
The effort is currently only running in English Canada. Owen said Unilever would explore launching a French effort next year.
The media campaign launched Oct. 6 and runs until November. The site is up indefinitely. PhD handled the buy.
