The “Dove Silky Collection” advertising campaign ran from July 31 –August 19, 2003. It was one of three modules of the Dove campaign to boost brand image. The first wave was advertising and then mailing of product samples. The third wave of online activity was researched and tracked by Gemius to explore whether there was a significant brand effect through the exposure to the online work. The campaign aimed to reinforce the image of Dove cosmetics and their new product lines, and as you’ll see from the research, that’s exactly what it did. This research was circulated by Gemius (Croatia) at the Digital Training Academy in Zagreb. Gemius also gave us a research study from Pomelo that you can download as well.
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Zagreb 2008 Research: The brand effect - Dove with Gemius, 2003 (Poland)
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