In our five years of partnership with Dove, we've transformed what started as a pilot program into a robust annual partnership earning Dove the #3 VIT ranking in beauty in the US.
In 2023, the partnership between Collectively and Dove focused on embedding the brand in culture with agility-forward briefing and testing edu-tainment cohorts for product launches and purpose-driven briefs. The partnership aimed to nurture and scale Dove's earned community through various strategies, including paid organic content and earned gifting programs. Custom and curated mailer shipments, along with events, played a crucial role in driving deeper brand engagement and increasing the total volume of earned media.
In the US, the focus was on creating content that drove action, while in Canada, the emphasis was on producing resonant content that outperformed engagement benchmarks. The partnership included 44 different campaigns, spanning purpose messaging, Skin Cleansing, Deodorant, Hair, and Hand Hygiene, with key events significantly contributing to the annual partnership’s success.
The annual results were impressive, with Dove achieving a #3 VIT ranking in Beauty. Collectively activated 1,047 creators across 44 campaigns, generating 2.6K social posts, 1.9B impressions, 44.6M engagements, and 4.3M link clicks. In the US, paid organic content over delivered impressions by 1.5x, and IG Story CTR outperformed the 2023 benchmark by 17%. The campaign also successfully nurtured and scaled Dove's earned community, driving deeper brand engagement and significant growth.
