Women think all body washes are created equal. That couldn't be further from the truth. Studies showed that other body washes scratch your skin and strip away essential nutrients, while Dove Deep Moisture nourishes and protects it. The challenge put forth was to bring a problem women didn't realize existed to life and position Dove Body Wash as the best solution to that problem.

Women didn't realize the damage their body washes could be doing to their skin. The main reason is that you can't actually see the damage because it happens gradually over time. We needed to give them that sudden realization. We needed them to open their eyes and go "Wow, I'm doing that to my skin? This has to stop!". Our Scratch Card gave women that realization. They inadvertently scratched skin right off and only then did they realize the message behind the scratch card.

We wanted to give women that startling realization of what they were doing to their skin. We figured the best way to do it was to literally let them perform the harsh scratching action themselves. We wanted word to spread so we gave the card to 500 of the most influential lifestyle bloggers in Canada with the intention of them sharing the news with their friends and followers.

The goal of this campaign was word of mouth. We wanted the news to spread and that is why it was shared with influential bloggers. In the end we increased Dove Body Wash’s Share of Conversation by 14% pts to 93% (13% pts over objective), we reached 1.8 million impressions with the help of the BlissDom bloggers, @DoveCanada was trending in Canada (a first for any Dove campaign, we received over 200 tweets from women telling us why they wanted to switch to Dove Body Wash and we increased our Dove Twitter by 7%.