(01)
BACKGROUND
Advanced Care Shower Gel is one of Dove’s most important products on the Bulgarian market. It goes beyond basic cleansing by delivering noticeably softer, smoother skin, helping replenish natural moisture barrier resulting in skin that feels deeply nourished, hydrated, and silky to the touch.
Our goal was to translate this product benefit into a truly unique & emotionally engaging campaign.
(02)
APPROACH & IDEA
Stress levels in people have skyrocketed in the last decade, making us feel more on the edge throughout our daily lives. According to several studies, just 20 seconds of physical contact with a loved one are enough to trigger the release of oxytocin – one of the hormones that make us feel good. A single hug also releases other “feel-good” neurochemicals such as dopamine, serotonin, and endorphins. All of these are known as “happiness hormones.”
We invited couples – from influencers and familiar faces to everyday people – to share the simple, intimate power of touch. Through heartfelt videos and visuals, we captured the beauty of a single gesture: holding, hugging, and reaching out to a loved one as a reminder of how deeply touch nourishes our wellbeing – just like Dove Advanced Care Shower Gel nourishes the skin.
Dozen of influencers received a box containing a small sand watch prompting them to create videos of them sharing 20-seconds of touch with their followers, reminding them further how important touch is.
(03)
EFFECT
We left a lasting impression on people by integrating product, brand and message into a truly emotional campaign.
2M+
content views
61%
video plays at 100%
516К
engagement
“Our most nourishing shower gel yet. Its formula delivers deep, long-lasting hydration and leaves skin irresistibly soft for up to 24 hours. That’s why we paired this product with the feeling of pure tenderness — because nothing feels more gentle than the touch of someone you love.”
Katerina Mihaylova
Category & Shopper Marketing Lead BG
Unilever
