Dove’s visibly smooth deodorant was the first deodorant bar in the market to feature a hair minimizing pro-epil complex that left women’s underarms feeling smooth and stubble free. The challenge was to launch a campaign that focused on the uniqueness of the hair minimizing and smoothness features of the product. The answer was a series of non linear digital and analog touch points that served "Daily Tips" in relevant and consumable currencies that our target demo would be able to relate with, share, and trust.
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| Creative Strategy. Concepting. Lead Art Direction. Design. |
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| Visibly Smooth Product Portal: Example of an intelligent log in page that asks what type of content you’ll like to be served |
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| Visibly Smooth Product Portal: The Home state serves up "Daily Tips" and features a window into all the social and marketing initiatives the Visibly Smooth brand is hosting. It also features a full screen experience and dynamicly serves up Twitter talk about the product in the "Girl Talk" section featured in the bottom right of the site. |
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| Visibly Smooth Product Portal: "Put it to the test" is a section that features a 30 day product challenge. The idea is to get women to try the product for 30 days and report back on their smoothness levels. The intention was to build a beauty focused community hosted by the product. |
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| Visibly Smooth YouTube Channel: We created a Visibly Smooth Youtube channel that featured "Daily Beauty Tips" hosted by a knowledgeable prosumer. The host reported on everday beauty tips to help make their day a little smoother. The videos allowed for contextual commentary and rating from users and allowed easy sharing. |
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| Small Change Charity: We created a Visibly Smooth sponsored charity that donated proceeds from product sales to needy children and family’s across the globe. The idea was to play off the action of small change. We leveraged the action of using Visibly Smooth deodorant to smooth underarms, to power a global humanitarian effort to help smooth out someone’s day by providing aid. |
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| Mood Smoother Mobile App: A Visibly Smooth mobile app was created that would determine a users mood by how hard the user shook the phone. With every reading the app would serve up a solution to smooth out their day. For example if you were deemed stressed the app would serve up a Zen moment with a beautiful pictures and soul smoothing soundtrack. |
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| Daily Winkesode video banners: A series of Winkesode video banners were created that served up a daily tips and a video tutorials on how to execute the tips. The banners drove to the product portal page on click. The banners also featured a sharing function in the lockdown frame. |
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| Daily Winkesode YouTube video feeds: A series of Winkesode YouTube video feeds were created that served up a daily tips and a video tutorials on how to execute the tips. The feeds served up content from the YouTube channel and drove users to the product portal or the YouTube channel to learn more. The feeds also allowed for easy content sharing. |
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| Daily Tips Outdoor posters: A series of daily tip posters were developed to be possibly seeded across major cities in high traffic areas such as subways, elevators, malls, convetion centers, and more. |
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| OOH Daily Tips: Here is an example of an OOH bus stop bench exectution featuring a daily tip by Dove Visibly Smooth deodorant. |
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| OOH Daily Tips: Here is an example of an OOH billboard exectution featuring a daily tip by Dove Visibly Smooth deodorant. |
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| OOH Daily Tips: Here is an example of an guerilla stair case exectution featuring a daily tip by Dove Visibly Smooth deodorant. |
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| POS Daily Tips: Here is an example of a POS exectution that provided a mobile product coupon. |
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