Dawn

Maximizing consumer involvement with Dawn through simplicity and speed

Challenge

• Developed ownable, environmental, cause-related program to involve target emotionally while reinforcing Dawn’s great-cleaning superiority, hand mildness
  • Drive target to Dawn web site

Insights

• Dawn target – time-starved Moms – want to help make world better, but without spending much time, money. Strategy must focus on “ease of involvement” – making it simple for her to “do good/feel good” environmentally.
  • Communication platform: A drop of Dawn makes a difference…and so can you!

Strategies

• Developed Web site concept with other agencies where virtual “flocks” allowed target Moms and kids to spread awareness and advice to help save aquatic wildlife
• Alignment with wildlife rescue groups and Ellen DeGeneres (animal lover and environmental supporter) lent campaign credibility and media appeal. Her fans could join her flock on dawnsaveswildlife.com

Success

• Campaign drove Q4 Dawn sales increase
• 229,000 consumers, driven by PR, registered on Web site, downloaded tips or joined flock
• Exceeded “stretch” goal: 249MM impressions
  • Conveyed Dawn’s commitment to “help make a difference”