Yahoo! New Zealand today announced Spark PHDIQ as the winner of the fourth quarter Digital Strategy Award for its Unilever Dove Makeup Remover campaign. Judges commended PHDIQ for its digital strategy that successfully infiltrated key online beauty environments bringing Dove Makeup remover to the forefront of the skincare category.
“The agency understood their audience implicitly; how they interacted with digital media to research beauty products and how important this was in the purchase decision process,” says Laura Maxwell-Hansen, general manager of Yahoo! New Zealand.
“Rather than a mass media campaign, they selected niche digital sites with already highly engaged and influential beauty consumers and engaged them to grow product credibility and maximise visibility across all key beauty touch points.”
To announce the arrival as the latest “must have” product, contextual targeted online display and takeover placements were utilised across high traffic online beauty environments. All display media directed people to the Dove Facebook page where a makeup remover promotion was run to further engage consumers with the Dove brand. The campaign went one step further by putting the product directly into the hands of the most outspoken and connected beauty opinion leaders. They then shared their written and video reviews with their extensive online networks.
“By enabling beauty consumers to try the product, and share their ‘real world’ reviews, Dove was not only able to be at the centre of conversations, but it was able to crowdsource content to use in the supporting paid media and editorial,” says regular DSA judge Helen Baxter, director of Mohawk Media.
The campaign also included online reverse makeup tutorials, which allowed people to deconstruct the looks of celebrities, helping demonstrate the critical role the product plays in the perfect beauty regime. Overall, this strategy generated more than 285 positive consumer reviews which were in turn shared with over 7,500 people. Facebook fans to the Dove page increased by a whopping 89 percent and both sales and market share increased over the campaign period.
“This is a story of the power of digital word of mouth,” says Q4 guest judge Catherine Collins, Head of Retail and CRM Communications at Vodafone. “By engaging with the right online networks, Dove was able to successfully launch its Makeup Remover into an extremely competitive market.”
PHDIQ is the final quarterly winner of the 2011 Yahoo! New Zealand Digital Strategy Awards and is now joining Draft FCB in the final award ceremony at Snapdragon on 12 April for the announcement of the overall victor.
Launched in April 2010, the awards focus on the key role media strategy plays in the success of digital campaigns.
More information can be found here.