Dove

Dove’s “Campaign For Real Beauty” had created affinity with younger women, but they weren’t buying the products. They still thought of it as “their mother’s brand.”

Enter Go Fresh, Dove’s first product platform designed especially for the 20-something audience. Launched globally through a print and TV campaign, Ogilvy’s challenge was to deepen the connection with this new consumer and drive trial of the new line.

Research showed that women in their 20s don’t feel especially pretty, despite all evidence to the contrary. Known as the “quarter-life crisis,” they feel pressured to find success, love and financial independence, while trying to look beautiful at the same time.

Ogilvy’s idea was to create an experience to give these women a fresh perspective. The agency developed the first interactive online romantic comedy film, allowing viewers take control of the story and discover something about themselves in the process.

“Waking Up Hannah” is the tale of a 20-something woman with a blind date, a bitchy sister, an over-demanding boss and a lost handbag – among other things. Three discrete storylines follow her through the same day. The user determines the story early on by choosing one of three Go Fresh products in her sister’s bathroom. The choice affects Hannah’s mood and behaviour, and the action unfolds in 19 different ways, leading to seven unique endings.

Promoted through movie trailers, TV and popular blogs, the film received 265,263 visits between October ’08 and Jan ’09. The average stay was five minutes, with dedicated users playing for up to 16 minutes. Sales exceeded targets by 48%. The new product has not only grown the Unilever business, but also the bar, body wash and AP/deo categories.