Since the brand is positioned to make the shower experience more fun and energetic, we owned the shower experience online and made every girl’s dream of becoming a pop star a reality! We wanted women to feel as comfortable online as in their own space, so the Shower Remixer microsite let users customize their bathroom/shower experience from the fixtures, floor designs, shelves and even the window scenes. As women remixed their shower, musical themes remixed to match the personalities of both the women and bathrooms.Showeroke, an online singing contest, culminated in a live talent show.Users uploaded videos of themselves performing with a Dove shower virtual background. Fans voted and the best singers performed live, complete with a band and shower stage design to set their minds at ease. Hundreds of spectators crowned the overall winner. Top performers received cool swag and the high-energy event turned into an impromptu party scene!

It’s hard to get women to switch brands, especially personal care/hygiene brands, but by making women feel secure and empowering them with the confidence to do something they wouldn’t normally do – sing in public – Dove Go Fresh secured permanent pride of place in showers all over the Philippines: •Video and blog entries were picked up in several blogs with a readership of more than 18,000•Dove bar annual penetration went up from 13.7% to 18.4%•Dove body wash loyalty rose from 24% to 27.6%