Dove

Case Study:

The Brief

We worked with Unilever to support the launch of their limited-edition Dove x Stacey Solomon Renewing Care Bath Salts & Bath Soak. The objective was to drive awareness, trial, and recommendations among their bullseye demographic: women aged 46–55, with a broader focus on females aged 35 and over. The campaign aimed to generate meaningful product feedback and insights while aligning with Dove’s emphasis on self-care and daily wellness rituals.

The Solution

To meet this brief, TWP curated a targeted workplace sampling campaign across the UK, distributing 69,680 samples of the Dove Bath Salts & Soak. The rollout was split across two key winter months, with 40,000 samples delivered in December 2022 and 29,680 in January 2023.

A total of 144 companies with a high concentration of the target demographic were handpicked for activation. Each sampling experience was designed to resonate with working women, offering a thoughtful moment of relaxation during the busy workday. Employees were invited to try the products, share their thoughts, and engage with follow-up surveys to help Dove better understand their audience.

The Results

The campaign saw exceptional consumer engagement, with 12,842 participants providing in-depth product feedback. Key performance outcomes included:

86% propensity to purchase after sampling

93% recommendation rate, indicating strong advocacy potential

Rich qualitative insights around environmental values, purchase intent, and behavioural drivers of the bullseye demographic

This campaign not only met its awareness and trial goals but also delivered valuable customer intelligence to inform Dove’s future marketing strategies. The result: a standout workplace sampling campaign that blended reach with relevance.

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