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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.

  • Pandora, Facebook & Instagram ads

  • Equity & offer emails

  • In-store signage

  • 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?

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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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