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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