Case Study – Dove Showeroke

Dove was challenged to expand their consumer base to include vibrant younger women and they wanted to do so with a new product called “Dove Go Fresh”.

Seeing how music is considered to be an influence in the daily lives of younger women and how women are more comfortable singing in the shower while alone, Dove’s strategy was to create an online contest for women to perform and own their shower experience online, giving every woman a chance to be a star.
They called the campaign Dove Showeroke.

Showeroke is pronounced like Karaoke.

Dove created a microsite where users customized their shower experience by selecting different designs and as they remixed the shower experience the music changed along with it.

Users uploaded YouTube videos of themselves performing with Dove in the background. Fans voted for their favorite.

Showeroke video and blog entries were picked up by several blogs, generating a readership of 18,000,000 people.

Dove bar annual penetration went up from 13.7% to 18.4%.

Dove body wash loyalty went up from 24% to 27.6%.

Dove won Best Creative Campaign ICON Award.

Consider this next time you brainstorm looking for a reliable source of traffic and/or revenue… :)