Categories Name : MOBILE and TABLETS

Sub-Category : Best Use of Mobile – Customer Engagement

Entry Name (Campaign) : Thumbstopping Beauty Biases

Results

In just 1 month, the innovation showed promising results: Behavioral Impact:

• Upto 18% reduction in size-based comments on the keyboard
• Upto 10.5% reduction in color-based comments on the keyboard Media Measures:
• 7.4% increase in brand awareness
• 28.5% increase in branded content recall
• 8.99% CTR on the innovative Dove pop-ups
• 10X increase in website traffic on Dove’s Self-Esteem Programme
• 1.5X increase in content downloads from Dove’s Self-Esteem Programme
• Organic PR value was approximately EUR 130K Mind Measures:
• Dove “Inspires women to feel more positive about the way they look” brand score went up by10.1%
• Dove “Believes that women of all kinds are beautiful.” Up by 15.3%
• Dove “Helping build the self-esteem of women in society” Up by 8.7%