Clinical antiperspirants tend to focus on negative sweat moments to demonstrate efficacy. But, actually, the moments that make us sweat aren't always negative. To prove product effectiveness and continue Dove’s legacy as a brand that empowers women, we shared Louisa and Rob’s incredible, and real, love story. The film culminates in Louisa surprising Rob by asking him to marry her; the ultimate sweat moment. Because sometimes the moments that make us sweat are the most amazing moments of all.

We created two teasers; a 15” and a 30”, to drive people to our long-form film. Because we used a mass-reach media strategy, we needed the teasers to be intriguing enough for people to click through (and over 80% of people did). The teasers featured stronger product messaging than the long-form film, so that this could remain an emotive piece of content. With no budget to support our long film, we went where our audience are most likely to be engaged by content and share it, placing the film on YouTube and later on Dove.com

Despite zero media spend behind the long-form film, within a month it received well over 1 million views, and it now has over 2.3 million. The story was picked up by the US media – including Yahoo, the Huffington Post and CBS. Along with thousands of other people, Ashton Kutcher shared it on his Facebook page. We received an overwhelming number of positive comments and YouTube and the film also placed fifth in the July 2016 YouTube Ads Leaderboard. Rob and Louisa got married shortly after we made the film, in September 2016.