brittany t. wilson
D E S I G N E R + H U M A N + P E O P L E M A N A G E R
dove + confidence
Merging nourishment for your skin and nourishment for your self-esteem. Kroger and Dove wanted us to come up with a campaign that not only sold Dove products, but also be a landing page for parents and teens to have authentic conversations that matter.
THE PATH TO PURCHASE
1. introduce & explore
We had a full-scale media plan to drive shoppers to the landing page on Kroger's website, as this isn't exactly a native way to shop grocer.
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Pandora, Facebook & Instagram ads
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Equity & offer emails
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In-store signage
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Booth at the Kroger Wellness Festival
2. explore & convert
Once on the landing page, we aimed for the experience to be both exploratory but also convert the shopper, too. We wanted them to connect our products to self-esteem, and generate those conversations between mom and daughter. Conversion and conversation. Did we nail it?
PROGRAM CREATED IN 2023
Account Director: Tracy Slinkman
Senior Account Executive: Sydney Schmidtz
Creative Director: Jacqueline McCabe
Associate Creative Director: Kristin Ligouri
Senior Art Director: Brittany Nguyen
Designer: Andrew Layman
Animator: Jeison Martin
Senior Copywriter: Genna Tardi
Project Mangagement: Maggie DeGarmo
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