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Introduction
- Baby dove wanted to reach out to new mothers and generate organic recommendations & advocacy for its products.
- They used an insight-based community marketing approach to drive conversations around mild skincare for babies and capture moms' attention by engaging with 70 Communities around new parents, with over 1.8M members.
- The brand achieved 6961 UGCs, 7900 brand mentions, 135% increase in category conversations, and a strong association with ‘mild’ and ‘gentle’.
About Baby Dove
Baby Dove is a tender branch of mother brand Dove, which has positioned itself as one of India's top players in the beauty and skincare space. Baby dove aims to deliver neonatal & infant skin and hair care solutions with a diverse range of offerings to their consumers’ needs.
Baby Dove’s Objectives
Baby Dove recognised that their target audience's purchase decisions are based on interactive knowledge they gain through communication with others in similar situations. They wanted to reach out to new mothers and capture their attention during her initial consideration phase.
“The brand wanted to build brand RTBs and create consideration for its products.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
Baby Dove took an insight-based community marketing approach to drive conversations around mild skincare for babies and capture moms' attention by engaging with 70 Communities around new parents, with over 1.8M members that had a greater affinity for infant skincare solutions.
Campaign Structure
2. Analysing consumer insights from real conversations
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
- Mildness and safety are factors of considerable importance to potential consumers.
- There is great demand for products with less chemicals and increased awareness of the ill effects of harsh chemicals.
With mildness as the most discussed factor in baby skin care conversations, we focused on creating conversations around the array of skin care issues in babies, followed by driving the brand’s USPs as a natural solution to the most discussed concerns.
3. Community Marketing campaign idea
We created a 2 phase campaign, and each campaign was active for a month. The first phase was executed by getting group admins to share their personal experiences and thoughts about baby skin care. They encouraged members to discuss their babies' core skincare issues and what they felt a brand like Baby Dove could help solve.
This helped vocalise the positive experiences of many brand users, as they participated in the campaign with their personal stories in the form of User Generated Content (UGCs) for the brand. As these conversations led to a massive uplift in organic brand mentions around Baby Dove, we introduced the 2nd leg of the campaign as a 7-day Challenge to showcase the superior benefits of the product and strengthen the perception of product efficacy.
With every phase, we strengthened the association of attributes like ‘Mild’, ‘Safe’ and ‘Gentle’ with the brand by exclusively highlighting these benefits in the admin’s posts, serving as a template for other moms to gauge the brand. While the content's core idea was the same throughout all groups, thousands of moms' varied experiences and heartfelt testimonials lent individuality and style to each post.
Solution Types
Static Posts
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Carousel Images
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Contest
The Big Beautiful Highlights
- The campaign increased baby skincare category conversations from 38K to 89K within the 1st phase itself, an increase of 135%.
- As Brand mentions & UGCs poured in, we saw that 71.5% of Brand mentions were linked to direct usage, a significant jump from 57.9% in Phase-1 and a massively different case from the negligible figures in the pre-campaign period.
- The campaign established strong bottom-funnel decision-making by the end of the second leg of the campaign.
- Over 20% of Brand mentions in the 1st phase were linked to trial intent and another 20% around recommendations to other moms. In the 2nd phase, we saw usage linked mentions rise to 72% from 58% in Phase 1, establishing that trial intent in Phase 1 led to actual trial and usage by Phase 2, with almost 1000 more UGCs in Phase-2 vs Phase-1.
- Further, 88% of total Brand mentions strongly associated with ‘mild’ & ‘gentle’ attributes, indicating the campaign successfully mapped the brand’s functional benefits with consumer perception.
Once the 1st leg of the campaign ended, we saw the brand’s share of voice sustaining at 19% with no intervention for three weeks post phase 2, effectively establishing a case for lasting impact created by meaningful word-of-mouth campaigns.
Top Performing Communities 🥇
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Real People Real Conversations 💬
The community and constant engagement prompted members to share their real-life stories and experiences and build trust among the community members.
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More Case Studies
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100,000+
Communities
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700M+
Members
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75
Countries
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