Dove’s Customer Advocacy And Influencer Campaign

Facing stiff competition and aggressive growth ambitions, Dove needed to retain their existing customers and acquire new customers to achieve their targets.

Customer advocacy and product endorsements are well known to be the most effective form of marketing. Fortunately, Dove’s existing customers had a high propensity to recommend Dove products to their friends and family.

A digitally driven customer advocacy campaign was developed where customers recommended Dove to two of their friends. The customer received a hamper of products and their friends received product sample packs to drive sales.

To drive product endorsements, an army of 70 digital influencers were invited to Dove’s beauty blogger summit with free spa treatments, product demonstrations and expert lectures from beauty professionals.

The Results: The beauty blogger summit delivered a total reach of 1.4 million via blog posts in 27 days. An uplift of 74,000 Facebook likes were also recorded. Dove grew it’s market share substantially and defended against it’s stiff competition.