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SILVER GLOBAL ADAPTATION
Dove makes real women famous
Research shows that 70% of girls avoid
physical activities because they’re selfconscious
of how they look. Having a
positive role model, like their mom, plays an
important role in shaping their self-esteem.
With this insight, Dove went out to find
eight “Dove Self-Esteem Role Models.”
Originally developed in the U.S., the
Dove “Women Who Should Be Famous”
program was adapted for the Quebec
market by Montreal-based agency Bob, and
included a new partnership with retailer
Jean Coutu. The “Women Who Should Be
Famous: Dove Self-Esteem Weeks at Jean
Coutu” program launched in two waves.
In the recruitment phase in May,
consumers were invited to submit a woman
they believed to be inspirational on a
microsite. In the reveal phase in September,
the brand invited shoppers to the store for a
meet-and-greet with the chosen eight.
Dove drove consumers to the website
through e-blasts and 225,000 newsletters
with an invitation to visit the stores.
Dove’s self-esteem message also reached
Quebecers via radio spots, window
posters, displays and danglers in Jean
Coutu stores. Around 75,000 booklets
were produced with the personal stories
from each of the role models and also
included coupons for Dove products.
The goal was to drive cross-category
purchases at the retailer, while raising
awareness of the Dove Self-Esteem Fund
in Quebec. Based on results from the
first wave, the program exceeded the
ROI benchmark. It reached 2.7 million
households, with the microsite receiving
over 12,900 page views, and 832,000 paid
online media impressions were garnered
over the two-week period.
Credits: Client Unilever Canada; Agency Bob; Media Mindshare; Shopper marketing manager Marie Pierre Mathieu; CDs Bartolomé Graziana, Daniel Leclerc; CWs Anne
Marie Desbiens, Sophie Bordes
46 www.strategyonline.ca
BRONZE GLOBAL ADAPTATION
Depend gets Canadians to try it on
About one in 10 Canadians live with
bladder control issues, which can leave
them feeling embarrassed, self-conscious
and frustrated. Kimberly-Clark brand
Depend launched its Real Fit for Men and
Silhouette for Women absorbent briefs to
address this issue.
The idea for the product launch was
to destigmatize absorbent underwear
by inviting those with and without
incontinence to experience the new Depend
products for themselves. The launch plan
was adapted from the U.S. by OgilvyAction
to create a Canadian-specific TV spot, PR
and shopper marketing program.
To combat emotional angst, the brand
invited Canadians to sample the briefs
though a Walmart co-branded custom
content article and print in Zoomer
magazine. The ads drove trial by offering to
send readers a sample when they visited
Tryitoncanada.ca and Walmart.ca. This
was complemented with online advertising
as well as a targeted e-blast that had an
average open rate of 28.5% and clickthrough
rate of 6%.
In addition, Depend partnered with
Loblaws to send out direct mailers with
a coupon for the product, as well as
Shoppers Drug Mart to deliver e-blasts
highlighting the product to members of its
Optimum loyalty program.
The program was supported by actress
Lisa Rinna as well as three famous
NFL players trying the product out for
themselves to demonstrate that it looks
and feels just like real underwear.
The campaign was the biggest for
Depend Canada, spanning nine months.
There has been 9% category growth
since launch, and the campaign garnered
33 million media impressions, with 7,000
visits to the Depend site in the first week
of launch, and the 30,000 samples ran out
in the first six weeks.
Credits: Client Kimberly-Clark; Agency Ogilvy Action; Brand manager Paula Montoya; Field shopper marketers Ian Madeiros, Sheila MacDonald, Emilie Roy; CD Nuala
Byles; Senior ADs Mike Snjaric, Caroline Brown, Greg Muhlbock