Objectives and strategy
Russia is a country of centralized supply of heat and hot water. From the combined heat and power plant hot water flows through the pipes to each house. It is a complex system with old worn out equipment, which requires annual prevention. Therefore, they cut off hot water every summer for two weeks. Every summer Russian women suffer from the lack of hot water during this period.
Dove has a solution, this is a dry shampoo, which refresh and revive hair between washes. Main objective is to increase product awareness and sales of certain brand SKU. It is not all as easy as it sounds because dry shampoo is associated with compromise decision while Russian women value true beauty primarily. That's why our task was also to make them aware of the product in the most receptive mood – when dry shampoo usage seems to be a great decision.
Execution and media
We launched the display ad campaign on social networking sites, in banners on desktop and mobile, where the message about dry shampoo was shown to a woman exactly at the time when hot water disappeared from her house. All the targeting was based on open data from Moscow Government. Each ad contained the address of the nearest to woman's house retailer, banners were prepared with help of own dynamic creatives platform. Campaign was launched on the biggest Russian publishers: Mail.ru, Yandex, VKontakte, Odnoklassniki and Wi-Fi.ru. We communicate with a woman in this particular moment when she was the most susceptible to the message from Dove: Dry shampoo leaves hair looking and feeling refreshed without washing and absorbs excess oil from the hair to revive between washes.