With the aim of encouraging women to feel confident wearing colours, Dove Invisible Dry aligned itself with MailOnline’s coverage of Ladies Day at Royal Ascot.

1. Newsworks Awards: Best Content Partnership & Best Topical Campaign
Dove Invisible Dry – 100 Colours Ladies Day Activation
NEWSWORKS PLANNING AWARDS 2015
BEST CONTENT PARTNERSHIP & BEST TOPICAL CAMPAIGN
DOVE INVISIBLE DRY DEODORANT – 100 COLOURS LADIES DAY ACTIVATION
EXECUTIVE SUMMARY
Dove Invisible Dry is the first deodorant proven to leave no white marks on 100 colours and was designed
to be invisible on any colour clothing, giving women the confidence and happiness to wear their favourite
colours. We needed to create an anchor point to make the campaign relevant and resonate with the
audience, since there wasn’t any new product news to communicate.
Mindshare’s strategy for the campaign was to amplify Dove Invisible Dry’s association with
fashion/women wearing colour (i.e. having colour confidence) by aligning the campaign with Ladies Day
at Royal Ascot. A content partnership with MailOnline was pivotal in delivering strong results and driving
relevance in an authentic way, as the content was generated live on the day to populate the article.
BACKGROUND AND OBJECTIVES
The communications objective of the campaign was to inspire women (ABC1 28-40 target audience) to
feel colour confident and remind them about the product’s point of difference (i.e. proven not to leave
any white marks on 100 colours) and superior care.
The media strategy was to generate awareness by utilizing channels that cut through and dramatise the
relationship between women & colours, driving ‘fame & stature’ for the product. Therefore, the role of
this specific activation was to drive association between Dove Invisible Dry and colour confidence at Ladies
Day at Royal Ascot via a partnership with a relevant media brand. The partner needed to create content
to amplify this association, whilst also building mass awareness of the Dove 100 colours product among
our target audience. MailOnline was the perfect outlet to deliver this as it reaches 36% of all 25-44 ABC1
women online (index 135), who spend an average of 5 minutes per visit. Also, in 2014 the MailOnline
wrote 50 articles about Royal Ascot, generating 2 million page views with the best performing stories
focusing on what the Ladies wore rather than who won the races – a kaleidoscope of colour was
celebrated across the site.
INSIGHT
The brief for this campaign was driven by powerful social insight for our Dove woman. Women shy away
from bright clothes day to day, but for big occasions they relish wearing a colourful outfit. Although most
women prefer to wear a more extended range of colours, they would still wear more black and white
‘uniforms’ in order to look credible and appropriate. A poll carried out amongst 1653 female respondents
aged 18-40 by OnePoll illustrated our audience’s preferences:
 40% of women estimate over half of their wardrobe is black, white or grey
 In an average week, 67% of women wear black, white or grey more than 4 times per week
 42% stated the reason they wear monochrome colours was because they are more slimming and
48% thought they were more practical
 31% of women would wear more colorful dresses more often if they were more confident

2. Newsworks Awards: Best Content Partnership & Best Topical Campaign
Dove Invisible Dry – 100 Colours Ladies Day Activation
 Most women (25%) said a coloured dress is their go to outfit for a special occasions, whilst 21%
would opt for a ‘little black dress’
Dove wants to unlock their colour confidence so that they feel inspired wearing colourful clothes more
often.
From a practical perspective, ‘invisible’ i.e. no white marks / stains is the most important secondary
benefit in deodorants (after wetness prevention), making colour a very relevant and rich territory for
Dove.
THE PLAN
Dove partnered with the MailOnline to inspire their highly engaged female audience to embrace Colour
Confidence by creating colour impact across the site around one of the brightest colour wearing days –
Royal Ascot Ladies Day. They created excitement in the build up to Ladies Day and encouraged our
audience to step out of their everyday monochrome and celebrate the ladies at Ascot that do.
The approach was three-fold:
 Mass reach and awareness as well as contextual relevance delivered via the Female Channel
Takeover prior to, as well as on the actual Ladies Day (16th
& 18th
June 2015), for the perfect
alignment with ‘colour confidence’
 Native retrospect of Ladies Day dresses, which featured video content and photography from
the day (all content was fed live and updated thought the day) to celebrate the colourful
women at Ascot
 Bespoke brand to hand with Metro on the day
The native article drove local authenticity & relevance and was the first MailOnline live native article
written, filmed and promoted in one morning to be truly reactive to Ladies Day at Royal Ascot. The native
content was road blocked by Dove 100 colours branding across all devices.
Two Female cross-platform (desktop/tablet/mobile) takeovers maximised reach and engagement with
the campaign within a highly relevant environment for this event.
In addition to the digital activity, the campaign was amplified with a Metro activation on the same day,
where we ran an outside full back page ad, a 10x7 teaser strip inside the paper as well as sampling activity
at key commuter stations where Metro staff (in colourful dresses!) handed out 53,000 samples at
Liverpool Street, Victoria, Clapham Junction, Reading, Piccadilly, Manchester and Birmingham.
We also worked closely with JC Decaux, who secured planning permission to create OOH and experiential
space at Ascot especially for Dove, including hoardings, flags and barrier boards, which acted as a
backdrop for the content created for the native article. Digital OOH also brought the 100 Colour activation
to a wider audience on the day.
Other paid media supporting this campaigns included Facebook, Twitter and YouTube, TV, magazines as
well as digital display activity to extend the reach and engagement past the Ladies Day activation.

3. Newsworks Awards: Best Content Partnership & Best Topical Campaign
Dove Invisible Dry – 100 Colours Ladies Day Activation
RESULTS
The native article delivered strong engagement, cultural relevance and inspiration for our target audience,
whilst the supporting display activity and sampling drove further awareness and reach.
The native article delivered engagement beyond the targets set:
 471,929 page views vs. 400,000 target
 2.05 minute dwell time
 900 video views
 500 social shares
It also drove positive sentiment throughout the article duration, evident from the consumer comments:
‘Move over Vogue, this I like ten-no a hundred times better. How absolutely swell All of them look.
What a joy! LOVE LOVE LOVE.’
‘Very tasteful, they all look like Ladies’
‘Lovely looking ladies in lovely looking dresses. This is a lovely article’
The Female takeovers saw some fantastic CTRs, with an average of 2.5% on the skins (benchmark 1.1%).
In total the display activity on MailOnline delivered 5,697,199 impressions and 42,682 clicks across all
formats, delivering an average CTR of 0.75% (compared to 0.30% benchmark for Health & Beauty display
activity) – all delivery verified via 3rd
party Sizmek tracking.
The campaign also featured as Newsworks ‘ad of the week’.
CLIENT VIEW
Paul O’Grady, Communications Manager at Unilever responsible for the deodorants category
commented: “It was a great execution which absolutely delivered on creating inspiring content for our
target audience and alignment with the colour confidence message we wanted to get across. The fact the
content was created in real time made this truly an innovative campaign, making the content even more
authentic and sharable.”
In addition, the campaign received positive feedback from the Mail’s commercial editor as well:
“Being able to update the piece as the new pictures came in over the wires kept the piece fresh and even
more seamlessly integrated with the rest of the editorial coverage of the day – which in turn engaged the
readers even more”
“Women were extremely enthusiastic to be filmed for the video – especially when told it was in
conjunction for Dove, and said some lovely positive things that were right on message - with no
prompting! - which was great.”

4. Newsworks Awards: Best Content Partnership & Best Topical Campaign
Dove Invisible Dry – 100 Colours Ladies Day Activation
VISUAL OF THE MAILONLINE NATIVE ARTICLE
The full article can be viewed here http://www.dailymail.co.uk/femail/article-3129442/Ladies-Ascot-
colour-confidence-Gorgeous-guests-bold-bright-blue-pretty-pink-fun-filled-Ladies-Day-Royal-Ascot.html

5. Newsworks Awards: Best Content Partnership & Best Topical Campaign
Dove Invisible Dry – 100 Colours Ladies Day Activation
VISUAL OF THE MAILONLINE FEMALE CROSS PLATFORM TAKEOVER
OOH & EXERIENTIAL SPACE AT ASCOT

6. Newsworks Awards: Best Content Partnership & Best Topical Campaign
Dove Invisible Dry – 100 Colours Ladies Day Activation
METRO BACK PAGE AD & SAMPLING ACTIVITY