The objective of the action was to impact pregnant women and first-time mothers with

small children.

Baby Dove is the Dove brand’s new line of products for children, and Brazil was the

first country in the world to receive this new line. Because it is a new market for the

client, already dominated by two strong competitors, this represented a great

challenge. Our mission was to publicize the launch in as original and charming a way

as possible.

Our strategy was to create a campaign that would generate awareness and

experimentation for the brand and impact pregnant women and first-time mothers,

convincing them that Baby Dove is the best option when it comes to care for their

babies.

With this in mind, we created an action that combined magic and technology and that,

for the first time, transformed the use of drones – until then used only to capture

aerial images – into a new medium of interacting with the consumer.

Because it treated the launch as the “birth” of the youngest child in the Dove family,

we combined technology and magic to bring to life one of the most well-known

legends in the world of children: the stork delivering newborn babies to their parents.

More than 22 million people were impacted in Brazil and abroad.

More than 120 thousand interactions occurred on social media, with 99% positive

mentions.

The number of brandchannel subscribers saw a 14 fold increase in just 3 days.

The action was featured in the in the medias of several countries around the world,

including Belgium, Colombia, France, Italy, Portugal and Turkey, among others.

A drone dressed as a stork flew over the city of Rio de Janeiro, delivering samples of Baby Dove

to pregnant women and mothers with small children as they walked through one of the city’s

most beautiful areas: the Rodrigo de Freitas lagoon.