Gifts
Dove's Win a Christmas Gift Pack
- Product
- Dove
- Promotion
- Win Christmas Gift Pack
- Promoter
- Unilever
- Promotion Period
- Nov to 31st Dec 2009
Some background…
Unilever’s trusted Dove brand has launched their new range of gift packs in time for Christmas, and along with them, a campaign promoting the range and driving customers to their website.
The creative message is all about sharing the Christmas love with the star in your life. Firstly with Dove 'sharing' lots of free gift pack goodies with their customers in the prize draw. And secondly, a lovely warm-fuzzy web page that allows visitors to dedicate 5 friends as stars in a drive to encourage member-get-member.
The mechanics…
Dove customers were sent an e-mail directing them to the website to enter in to the Free Prize Draw to win 1 of 500 Dove Shower Indulgence Christmas Packs. Once in the website, they are given the opportunity to nominate 5 friends as stars, by filling in each persons details and a message about why they have been a star in 2009. Dove emails are then sent to all the friends, which direct the friends back to the website to view their stars and messages.
Umbrella provides promotional risk management across all the Unilever brands. As over-redemption was not a risk in this particular campaign, we were able to manage all other elements involved as a result of consumer participation. We worked alongside Chemistry, who were the creative agency behind this campaign.
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