Dove wanted consumers to experience the benefits of Dove Damage Therapy hair care product line. While national print advertising delivers exposure, Dove was challenged to convert this exposure into measureable engagements. Packaged goods brands otherwise typically miss out on some of the target group.
Print ads carried a ‘call for action’ that enabled target audience to virtually-experience the therapy via mobile phone. Using Augmented Reality delivered through intARact, consumers could view videos on hair care. Information on benefits of Dove therapy was delivered in the form of Dove Hair care video.
1,800+ demos were achieved on a single day More than 75% of the requests were from non smart phones 80% of the requests were between 8 AM to 10 AM, demonstrating high levels of impulsive engagement
What We Learnt
A high-touch packaged-good product can leverage intARact to derive benefits of experiential marketing from print spend. A clear call-to-action and innovative engagement can expand the brand presence.