Heat Defence - Chemistry Communications

Background

This Heat Defence campaign went out as part of the Dove relationship marketing programme aimed at loyal Dove users. They appreciate exclusive advice and friendly tips but look to Dove for more than just product information but for entertainment and added value.

Idea

Dove understands that women enjoy styling thgeir hair because it makes them feel good about themselves but the target group needed to be educated about the effects of heat damage.

The message was, with Dove Heat Defence Therapy you can have a styling regime that protects your hair’s natural beauty.

To help women create that ‘just stepped out of the salon’ feeling for themselves, 5 tutorial videos were made with top stylist Jamie Brooks showing 5 women how to do it, step-by-step.

Shot as if behind the mirror, the suggestion is that if these ordinary women can achieve the salon look, then so can the viewer at home.

Embedded within the content are demonstrations of Dove Heat defence which are natural and subtle.

To support the videos, viewers could download factsheets to print out and refer to at home. There was also the opportunity to vote for a favourite style with the chance to win a VIP consultation with Jamie plus a set of salon-quality styling tools, including, of course, Dove Defence products.

Results

Users are spending over three minutes on average at the site.

Many viewers have added the films to their favourites, downloading the factsheets and entering the competition.

Our Thoughts

This is a more functional piece for me. It all makes sense and it’s solid but there doesn’t appear to be any creative spark beyond the idea of having an expert talk to women about how to look after their hair. Maybe there doesn’t need to be more than that. I could watch a functional piece on golf clubs for hours. Perhaps I’m not as enthusiastic as I could be because I don’t have any hair.