Haircare
2 Weeks
Dove launched an influencer-driven campaign to promote its new 10-in-1 Deep Repair Treatment Hair Mask and Dove Beautiful Curls Deep Moisture Miracle Hair Mask. The campaign strategically targeted individuals with protein-damaged, frizzy, or curly hair by showcasing the transformation achievable through consistent use of the product.
The content aimed to:
Educate consumers on the hair mask's key benefits.
Demonstrate real transformations on frizzy, dry, and damaged hair.
Drive engagement by leveraging influencers with authentic storytelling.
The campaign used a mix of video and photo content featuring influencers sharing their hair care journeys and experiences with Dove Hair Masks.
The campaign featured influencers demonstrating how Dove Hair Masks effectively addressed hair concerns such as frizz, dryness, and protein damage. Videos showcased before-and-after transformations, making the product benefits visually compelling and relatable.
Content included:
Personal stories of influencers sharing their hair struggles.
Tutorials on applying the Dove Hair Masks.
Emphasis on achieving soft, nourished, and healthy hair with consistent use.
This approach helped viewers connect with the product while showcasing real results.
The campaign addressed the challenge of:
Educating consumers about hair masks as a solution for hair care.
Dispelling the belief that treatments for damaged or curly hair are high maintenance and time-consuming.
Engaging the growing hair care community on Instagram and creating authentic conversations around hair nourishment.
To overcome these challenges, Dove partnered with relatable influencers across Instagram, YouTube, and TikTok who could authentically integrate the product into their routines and demonstrate visible results.
Key focus areas:
Personal Storytelling: Influencers shared their real struggles with damaged or frizzy hair and positioned Dove Hair Masks as the ultimate solution.
Visual Transformation: Before-and-after results showcased the visible effects of the masks in reducing frizz, dryness, and damage.
Community Engagement: Use of hashtags like #PauseReversePlayWithDove created a community-driven conversation around healthy hair care habits.
The campaign also highlighted the ease of incorporating Dove Hair Masks into everyday hair care routines.
The campaign successfully generated awareness, engagement, and conversions:
Increased Visibility: The use of #PauseReversePlayWithDove gained traction among the hair care community, sparking conversations about hair health.
Authentic Engagement: Influencer-led videos encouraged comments and shares, as viewers related to their struggles and sought recommendations.
Drive to Purchase: CTAs encouraging users to shop via @doveindiachannel's bio increased click-through rates and conversions.
1.1M+
Average Views
Average Likes
5K+
Average Comments
1.9K+
Average Shares
10.1%
Engagement Rate
2.1M+
Reach
