OgilvyOne Worldwide conceptualised the campaign, wherein the web banner was turned into a gift store that let women send wishes and gifts to friends, courtesy Dove, to celebrate Friendship Day
Sarmistha Neogy | Mumbai | August 12, 2014
On the occasion of Friendship Day, Dove chose to engage with its consumers through a pan India social media activity, but not in the usual way. OgilvyOne Worldwide Mumbai conceptualised a campaign, wherein the web banner was turned into a gift store that let women send wishes and gifts to friends, courtesy Dove.
From accessories and chocolates to friendship bands, users were invited to pick a gift, pen a wish and send it to a friend. Once the users selected a gift from the list, they shared their details on the banner along with the contact details of their friends. Post submission, the friend got a confirmation via mail from Dove about the surprise gift they were to receive and the friend they were to receive it from. The activity was running simultaneously on a microsite with the same technicalities. The campaign was active from July 31, 2014 to August 3, 2014.
Burzin Mehta, Senior Creative Director, OgilvyOne Worldwide, said, “Real women have been at the heart of everything the brand stands for. Friendship Day was an opportunity to do more than merely wish each other. Through this simple thought we helped women spread some joy with their best friends. It was truly heartening to see so many women responding to it.”
Mehta further said, “The brief was a part of an on-going 'Play' campaign, the thought of which is 'Go play with your hair. Dove will take care of the damage'. We are now in the last leg of the campaign. Since the campaign has done well for the brand, we looked to thank consumers by inviting them to 'share the joy of playing' with their friends. There was no specific brief for Friendship Day. It was a thought that evolved out of an understanding of the audience and an opportunity that Friendship Day provided.”
On Twitter, too, the campaign hashtag #DoveBestFriends allowed friends to exchange wishes with tweets and pictures. In just three days, Dove helped close to 25,000 women to strengthen their friendships.