TAXI DELIVERS KNOCKOUT PUNCH - Strategy

Dove
The Dove Self-Esteem Fund (DSEF) encourages women of all ages to feel beautiful. To bring that message to life, PHD had to encourage
mothers and daughters to participate in the Dove Sleepover – created by Toronto agency Capital C – while driving awareness of DSEF.
Through partnerships with Corus Entertainment and Astral Media, Dove issued a national invitation to consumers to visit
dovesleepover.ca/soireedove.ca and get everything they needed to host or participate in a Dove Sleepover – from expert advice to
exclusive PJ pants and music downloads. Over the course of the four-month program, PHD employed broadcast, online and magazine
advertising and even a three-page feature in Parents Canada to promote the event.
On June 7, fi ve networks simultaneously broadcast the Dove Sleepover for Self-Esteem, with programming hand-picked by PHD to
support the brand messaging. In English, that meant movies suited to each network’s audience, such as Broken Bridges on CMT and
Sisterhood of the Traveling Pants on YTV. In French, a series of top-ranked shows including Pièce d’identité and Mets-toi à ma place
were paired with the French-language broadcast premiere of High School Musical.
During commercial breaks, moms and daughters discussed issues affecting young girls with global DSEF ambassador and acclaimed
self-esteem author Jessica Weiner, in a series of custom segments. In French, segments featured Quebec celebrities, moms, daughters
and Dove Self-Esteem expert Marie-Claude Lamarche sharing their personal stories.
The Dove Sleepover was an overwhelming success, earning 11 million impressions. Over 30,000 Canadians registered their own
sleepovers, and a post-event survey indicated that 83% of mothers respected Dove more because of their support, and that such
events made 62% of them want to purchase more Dove products.
broadcast audio video print post interactive
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