Against the backdrop of India’s hotly contested election and in declining sales for Unilever’s marquee shampoo, Dove saw such second thoughts as an opportunity to win back the hearts of Indian women, encouraging them to play with their hair and let Dove take care of the damage.
The GoPlay campaign launched in an intimate collaboration with the country’s two largest newspapers, six radio stations and Twitter each day. For 10 straight days, Dove announced a new name selected from the list of India’s most popular women’s names. Anyone with that name could then register for a chance to win vouchers worth up to US$40 from a reputed hair salon – a perfect opportunity to play with their hair.
The “name of the day” was announced on the masthead of the Times of India and on a 2-inch extension of The Hindustan Times. Popular radio DJs mentioned the name throughout the day, advising listeners to notify their friends if they qualify. Twitter further fuelled the buzz with interesting factoids and contests surrounding the “name of the day”. During the month when Indian women were scouring their daily news sources for election updates, the GoPlay campaign offered a light-hearted moment of escape, all at 25% lower cost-per-reach.
The results? Over the 10-day namesake campaign, 94,000 women secured complimentary Dove hair spa experiences while Dove sales instantly rose 5%. Spontaneous awareness jumped 900 points with the message “repairs hair damage” rising from 38 to 60. On social media, Dove’s Twitter followers doubled and saw an additional 380,000 followers on Facebook. Overall the campaign reached an astounding ‘1 in 3 women’ across India’s two largest cities. By speaking to women on a first name basis, Dove managed to invite an entire nation to come out and play.