MTV/Dove Go Fresh Rebalance©
The Challenge
We worked closely with MTV to help Unilever launch their new product line: the Dove Go Fresh Rebalance© mist spray and stick deodorant. They needed to make believers out of college women, so they set an ambitious goal to distribute over 1.4 million samples on target campuses.
Our Strategy
We created and implemented a highly successful brand awareness campaign, driven by our Student Promoters—highly influential college females— at 110 schools across the country. Over the four-week promotion, our teams brought the Dove Go Fresh Rebalance© message to female students, distributing samples and marketing collateral at on-campus events of nearly every variety: intramural sports, sorority gatherings, student orientations, homecoming parties, chili cook-offs, parents weekend gatherings, movie nights, ice cream socials, and even a ghost walk tour.
Our Results
Total distribution of 1,420,820 samples to target females on 110 campuses at on-campus events highlighted above. 94% of all female students received the Dove Go Fresh Rebalance© mist spray and/or stick deodorant. Over 3.3 million social media impressions.
