Dove challenged Romanian Dove fans on Facebook with an app – “Intense care for your hair” – that made over 6,700 Romanian women identify their daily habits on hair care. Between June 10th – July 11th, the app was promoted in a dedicated tab on Dove’s Facebook page, but also with Facebook Ads and online communication.
This action took place in the same time with the launch of Dove Intense Repair range, an occasion for Dove to ask its fans about their hair care rituals. The app also offered 10 special prizes to its users: 4 Dove experiences in the company of hair-care experts and 6 full sets of Dove Intense Repair.
The teams working in developing and promoting the app included
- Unilever: Ruxandra Ionescu – Jr. Brand Manager
- Kubis Interactive: Gabriel Gavrilescu – Client Service Director, Talida Cristea – Senior Account Manager, Andrei Bilan – Head of Design, Sebastian Popa – Senior Developer and Ioana Zvac – Web Copywriter
- Mindshare: Maria Bucur – Account Director
- Image PR: Cristina Grijincu – Account Executive, Andra Gherasim – Senior Account Executive