Dove, a personal care brand by Unilever, was able to engage new consumers within category mobile-first with an exciting opportunity of brand trial with promotional offer unlocked for five product variants across brand portfolio. With a purchase journey mapped and measured for insights from first click to check-out at point of sales, the brand was supported to strike balance in efforts of fulfilling immediate goal of boost in purchases while being empowered in its long-term mission of attaining strategic relevance in retention and recruitment owing to the first-party consumer data acquired to reveal perception and preferences of identified new buyers in the competitive landscape within category.
The home of real beauty !
Dove, the personal care brand by Unilever, is iconic with its vision to empower women with the aura of self-confidence that comes with the right care regime one chooses for themselves. In its consistent strive to raise awareness on body-positivity and improved self-image, the brand hosts products ranging across hair care, skin care, and other personal care category fulfilling varying needs of consumers with unique value propositions of each of its products.
Gauge their journey to new recruitments
Dove collaborated with Grivy aiming to reach new consumers with their brand proposition and intrigue them with suitable promotional offer to drive product trials for five product variants from their brand portfolio. While recruiting these new buyers, gauging the brand’s stature in competitive landscape with a sound understanding of consumers’ preferences and purchase motivation was a priority to focus on. With real-time tracking of interactions of authenticated new consumers across events of user journey, the brand was enabled to data-power their strategy going forward
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
13% new consumers realizing their full potential with Dove !
Dove was enabled to recruit new buyers at scale with Grivy integrations of:
With seamlessness of purchase experience owing to Grivy user journey adding to the fulfilling experience of product trial helped build a positive brand disposition crucial to remain top-of-mind choice for buyers within category. Further with first-party consumer data acquired on authenticated campaign participants tracking their interactions across purchase journey touchpoints initiated the brand on new growth spectrum with a comprehensive view of consumers’ perception of brand and relative stature and popularity of each of the five variants made available for campaign.
