Why is this work relevant for Direct?

The concept of raising self-affirmation, which is important to the brand, was implemented in a direct product-related gift campaign. It was a direct product-related gift campaign that really stuck with the target audience. By accurately grasping the target's insights, the brand provided a unique experience directly to the target. It was very positively received by the target audience and created a positive impression of the brand. Because it was an excellent direct promotion that resulted in business results.

Background

With more time at home due to the Corona disaster, Japanese mothers are busier than ever before and are working very hard. In spite of this, Japanese mothers have low self-esteem. In response to such issues, Dove, which has always believed in the importance of nurturing self-esteem, wanted to regain the self-esteem of mothers through the experiences that the brand can bring.

Describe the creative idea (30% of vote)

As a relaunch campaign for Dove Moisture Whip, Dove proposed to working mothers, to make their bath-time OFF-time. In Japanese, the word OFURO means Let’s have some OFF-time and is also the same pronunciation for BATH. For Japanese people, bath-time is an important time to refresh one’s mind and reflect on oneself. But with Japanese-style baths, mothers have to take a bath with their children and cannot enjoy bath-time alone. This is why we felt there was a need to offer bath-time alone, as a gift, so that Mothers can care about themselves and regain their self-esteem.

Describe the strategy (20% of vote)

The target audience is Japanese mothers who are busy working hard but have low self-esteem. The target is Japanese mothers, Dove thought they need time to take care of themselves to regain their self-esteem. Additionally, Dove's relaunch product is a body wash for use in the bath. Bath time is the perfect contact point for the brand experience and the product. When we announced the campaign on Twitter, which is heavily used by Japanese mothers, we received a flood of applications. Hard-working Japanese mothers don't use babysitting services as much as mothers in other countries because they feel guilty, but the catchphrase in Japanese, "MAMA-wo-OFF-ro," really resonated with the target audience. In addition, the experience movies of national child-rearing celebrities, who are very popular among the target audience, also contributed greatly to gaining the sympathy of Japanese mothers.

Describe the execution (20% of vote)

・DOVE provides Japanese mothers with the experience of breaking from mommy duties during a relaxing bath alone. Specifically, DOVE provided babysitting services for 4 hours. ・On August 26, 2021, the day known as "Bath Day" in Japan, the campaign began with an announcement on Twitter. Due to the popularity of the first campaign, a second campaign was launched, which lasted until November 25, 2021. ・At the same time, the campaign movie featuring national popular celebrities who raises children was released on Youtube. ・A total of 400 hours of OFF-TIME for Mom was provided to Japanese mothers by Dove.

List the results (30% of vote)

・Dove market share reached 137.5% of pre-campaign ・The campaign offer received: 10,864 applications /11,777 Tweets ・Earned media value: over 100 million JPY ・Campaign movie views: 3.37 million impressions
 ・And now, 84.8% of Japanese mothers have answered. “If only we had a bath time alone once a week, we would be free from stress. “