In the pursuit of promoting Dove Body Wash, the objective is to seamlessly integrate the product into the daily lives of Grab users by offering complimentary samples during their rides and targeting an increased sales growth of +17% for the brand. Leveraging Grab's extensive platform, Dove aims to enhance accessibility, allowing passengers to experience the luxurious benefits of Dove Body Wash firsthand. By strategically placing samples within Grab vehicles, this initiative seeks to encourage a switch from conventional soaps to Dove Body Wash. The goal is to create a tangible and memorable connection between the brand and consumers, fostering a positive association that extends beyond the ride. Through this collaboration, Dove aims to make premium skincare an accessible and delightful experience for Grab's diverse user base, ultimately establishing Dove Body Wash as the go-to choice for those who value convenience and quality in their self-care routine.

The key idea: Filipinas perceive taking showers a form of self-care. After being stuck in traffic for hours, as you’re home, all you want to do is relax and indulge in self-care.

Filipinos endure work stress and traffic, seeking relief at day's end. While 77% practice self-care, the most effective relief often comes from a soothing shower. Dove strategically partnered with Grab, the Philippines' most popular ride-hailing and ride-sharing app, boasting 5-7 million daily users. Positioned at a key relaxation touchpoint, it aligns with Filipinos' convenience-focused lifestyle.

Dove Body Wash is positioned as the perfect post-Grab shower solution, combining cleansing power with lotion-like hydration. It cleanses like soap while deeply moisturizing, leaving skin noticeably hydrated - the key to the enhanced shower experience and self-care Filipinos crave. Dove Body Wash transcended basic cleansing, offering a nourishing ritual for complete self-care, seamlessly integrated into the Grab-powered routines of busy Filipino women.

The key strategy: Dove partners with Grab, the most widely used ride-hailing app, so as people commute home, they will be reminded to include Dove in their self-care shower routine

Dove's partnership with Grab strategically integrates the brand into people's daily commute routines. As individuals travel home, Grab's platform serves as a reminder to prioritize self-care, with Dove products becoming an essential component of their relaxation rituals. This seamless integration ensures that Dove is top-of-mind when it comes to personal care, further solidifying its position as a trusted brand for Filipinas seeking moments of relaxation amidst their hectic schedules.

Moreover, around 50-60% of Grab's users align with Dove's target market, forming a symbiotic relationship. This encompasses a diverse range of Filipina workers, solidifying the partnership as a harmonious alliance addressing the intertwined needs of convenience and personal care within discerning Filipinas.

Dove seamlessly integrated within the Grab app, offering an end-to-end experience during the late afternoon commute when Grab usage peaks. Utilizing Out-of-Home (OOH) ads, In-App promotions, and targeted ads in high-traffic areas. The choice of the afternoon commute was deliberate, capitalizing on Grab's popularity during this time, providing commuters with a reflective moment for their skincare rituals.

Geo-targeted ads were purposefully and strategically placed during the afternoon hours from 5-9 PM, precisely when commuters heavily rely on Grab, ensuring maximum visibility.

Dove's sponsorship of Grab rides turned daily commutes into pleasant journeys, utilizing branded Grab cars as mobile billboards. Commuters received complimentary Dove Body Wash samples, emphasizing Nutrium Moisture Technology benefits. The promo code COMPLETEYOURSHOWER offered a 100-peso discount on the next GrabCar ride, incentivizing commuters to complete the holistic Dove experience seamlessly integrated into Filipinas' routines. This campaign helped educate users, leaving a lasting impact during daily commutes.

The partnership helped fuel sales growth, with Dove Shower at +21.6% Sales growth in the quarter (vs target of +17%, a 27% achievement!), after the campaign was launched and ended the year with +23% Sales growth.

Dove's collaboration with Grab surpassed expectations, showering Metro Manila with brand love and product trial. Over 100,000 samples reached passengers during 10,500 immersive hours, exceeding impressions by 67%. Eye-catching car wraps, in-car sampling, and GrabChat ads drove a 1.01% CTR, matching top competitors.

Personal Care-targeted ads saw a 50% higher CTR, proving strategic targeting. The "COMPLETEYOURSHOWER" promo codes, offering a 100-peso discount on the next Grab ride, fueled redemptions, while branded rides sparked interest.

70% of survey respondents who experienced the Dove Shower were highly likely to try the product, associating it with soft, smooth skin and deep moisturization. "Moisturizing" was the overwhelming descriptor, solidifying Dove's position as the gold standard for complete showers.