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 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.”
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.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
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.
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.
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.
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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