Shopper Innovation Awards: Dove makes girls unstoppable

The brand adapts its North American program specifically for the Quebec market, and picks up a Bronze.
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Bronze: Best Global Adaptation

Research shows 60% of young girls stop playing sports because of low self-esteem. In partnership with the Quebec Soccer Federation, Dove provided educational tools to help promote healthy body image to 5,000 young female soccer players during summer tournaments.

The North American program “Make Girls Unstoppable” was adapted for the Quebec market by Bob Agence.

During the first wave of the campaign in April 2013, the brand ran full-page ads in local newspapers, and signage in Jean Coutu stores. Shoppers were invited to help the brand improve young Quebec girls’ sense of beauty and self-worth by purchasing Dove products. They were also rewarded extra Air Miles points when they purchased three or more Dove items.

In the second phase, at the end of soccer season in September, Dove offered consumers a free mirror containing a positive message when they purchased two or more Dove products.

Regular posts on the Quebec Soccer Federation Facebook page helped promote the program. Mindshare placed ads in Jean Coutu flyers (which reached 2.6 million readers), as well as in newsletters (225,000 readers) and on the retailer’s website. There were 288 in-store executions that included displays, danglers and basket banners. The brand conducted self-esteem workshops and distributed 5,000 education booklets at Quebec soccer tournaments.

During the first wave, the program reached 2.6 million households, 619 young girls participated in the Dove workshops, sales increased by 13% at Jean Coutu stores versus a year ago and the retailer increased its market share by 1.4%.

Credits:

Client: Unilever Canada
Shopper Marketing Manager: Marie-Pierre Mathieu
Agency: Bob Agence
Account Services: Dominic Prigent, Kim Rousseau
Planning: Claudéric Saint-Amand
Creative Direction: Daniel Leclerc, Sarah Lemire
Copywriting: Anne-Marie Desbiens
Event: Lydia Côté
Production: Jean Coutu Group
Social Media: Harbinger
Media: Mindshare