Superniche: The book of Dove

In Quebec, Dove asked mature women to become the vehicle for its Pro-Age product line through a partnership with TVA publications. Each element of the program by Toronto-based PHD was designed to inspire women to abandon anti-aging and embrace Pro-Age.

In Quebec, Dove asked mature women to become the vehicle for its Pro-Age product line through a partnership with TVA publications. Each element of the program by Toronto-based PHD was designed to inspire women to abandon anti-aging and embrace Pro-Age.

Goal

To develop a program to launch the Pro-Age platform that would provoke debate among the target, establish Dove’s Pro-Age message and communicate the product benefits through various touchpoints.

Target

Women 45+. The target is embracing a whole new stage in her life. She knows who she is and what she wants.

Insights and strategy

PHD developed a tailored multimedia program for the Quebec market, where women became spokespeople, sharing their stories and inspirations with women across the province.

The plan

Dove placed a seven-page ad in TVA publications across Quebec, asking women to submit their life stories, and the best were compiled into a book called De femme a femme (From Woman to Woman). It was supported with online advertising and storefront window posters and Pro-Age reading areas in Quebec’s Archambault book stores. Quebec singer/TV personality Judi Richards joined the team as spokesperson, hosting speaking events and generating PR hits.

Results

Hundreds of letters were submitted. De femme a femme was on the Archambault bestseller list for four weeks, and all copies sold out. (Proceeds went to support ANEB, which assists people with eating disorders.) The Pro-Age product lineup benefited from a spike in sales of 34% nationally, of which 17% came from the Quebec region.

Credits

PHD: Nadia Codispoti, account supervisor; Zoryana Loboyko, account director; Brenda Bookbinder, non-broadcast portfolio director

Dove: Barbara Owen, brand manager; Jessica Grigoriou, assistant brand manager

TVA: David Richardson, business development director; Jessica Tremblay, PM; Carey Anne Corrigan, AD; Bryan Hamberg, sales director

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Introduction

Superniche

Nike Air Force

Panasonic shaver

Campbell’s Chunky Soup

Toyota Highlander

Over the top

Sprite

Johnnie Walker

CTC

On the fly

Quaker Oats

Audi Q7

Cheap as chips

Audi R8