Objective

Our objectives were to increase the penetration of the product within its market, educate around its benefits, drive interest and sales while reinforcing the campaign message: “Feel your most beautiful every day.” Our activation-based idea was The Dawn Day Spa, a branded luxury bus converted into a mobile spa where the target market were invited to feel pampered while experiencing the product.

Channels

• Mobile bus and pop-up activation
• Radio
• Print
• PR

Results

• Brand advocacy increased from 33% to 45%
• Market share increased from 16% to 21%
• Dawn became Unilever’s best performing brand