Dove Men +Care launched ‘The Real Strength’ campaign to explore the caring side of the modern man and to break the stereotype of the tough, strong, kiwi male. By teaming up with Duncan Garner and RadioLIVE for this promotion, they created the perfect platform to generate a conversation around men’s real strength.
Across a 6 week period Duncan Garner encouraged listeners to nominate a male in their life that showed real strength; with every nomination receiving a Dove Men +Care prize pack. At the end of each week, one winner was surprised with a tailor-made prize; this helped the campaign to stay fresh over the 6 weeks.
Social media complimented the competition and provided extra awareness of the key messaging by using the hashtag #REALSTRENGTH, as well as showcasing previous winners and their stories.
This campaign provided Dove Men+ Care an opportunity to showcase their products and create a memorable brand experience.