The Ask
In 2011, Mindshare Canada and Unilever Canada partnered with JUICE Mobile to develop the first mobile campaign for the Dove® Nourishing Oil Care hair care line. The companies wanted to engage consumers through an interactive ad unit to increase brand recognition, product awareness and sample requests by visually educating the targeted demographic on mobile devices. Messaging needed to highlight selling features to confident women, who are willing to buy and experiment with premium personal care products that deliver results as advertised.
The Solution
The product’s promise to turn dry, frizzy hair into soft, smooth hair created the inspiration for an innovative Canadian first in the mobile market. JUICE’s wipe away unit, a ground breaking mobile ad format, invited users in targeted women’s fashion, beauty and entertainment sites and mobile apps to “Wipe Away the Frizz.” Users engaged with the brand by using their fingers to literally “wipe away” the creative on the screen to reveal brand messaging – including a call to action. The custom mobile environment offered an immersive experience, connecting consumers on branded, mobile landing page with interstitial videos to learn how to “Get the Look” with an expert hair stylist using the Dove® Nourishing Oil Care products.
The Results
Experts at JUICE developed an innovative ad unit to elevate Dove as a market leader on mobile devices. The campaign earned recognition among Canada’s digital establishment with a 2011 Digi Awards nomination for Best in Mobile Marketing. Industry insiders praised the mobile ad unit for how well the users’ interaction reflected the benefits of the product.