Dove recognised Mothers’ Day as a tactical opportunity. There is a high level of both card and gift purchase for Mothers’ Day, with over 80% of the total male sample of 18-44 year-old males claiming some purchase activity for Mothers’ Day. The majority buy gifts worth under Â£20.
Mothers’ Day gifts were most likely to be flowers (58%) chocolates (35%) or CDs (15%). Toiletries accounted for less than 10%.
Dove had lower spontaneous awareness than key competitor Radox amongst this target audience. Thus the advertising had to persuade the reader to consider both purchase of a different category and to prefer the Dove brand for the Mothers’ Day gift.
Why national newspapers?
The addition of newspapers brought a number of advantages:
- Delivered cost effective reach of the male 18-44 year-old age group
- Allowed multiple exposures to the campaign, but with a fresh execution each day. The advertising ran on three consecutive days prior to Mothers’ Day. There was an average 2.5 opportunities to see the Daily Mirror campaign
- Low cost of generating copy allowed the campaign to be refreshed daily. The campaign took a humorous approach which worked particularly well against the male target audience
- The editorial was also acting as a ‘call to action’ for Mothers’ Day gift giving, providing impetus for increased sales
- Dove was the main brand that the sample was spontaneously aware of for Mothers’ Day advertising.
- Nearly 10% of those who saw the ads did something which resulted in a sale. That represents around 80,000 sales. This figure rose to 17% for those with children.
- Those who saw the advertising, especially those who were spontaneously aware of it, were much more likely to buy Dove products in future. For those spontaneously aware, over 60% said that they were likely to buy Dove brands in the future.