AN ONLINE BRAND LAUNCH DURING COVID? SURE!
It is no secret that our office is filled with skincare aficionados. We enjoy a thorough rinsing, cleansing and lathering, especially when the products consist of powerful ingredients. It thus comes as no surprise that we jumped at the opportunity to launch Dove's brand new skincare range 'Powered by Plants'. But were we equally jumpy when we heard we had to turn an offline event in the woods into an online event, in just a few weeks time? Not quite, but we kept our cool and aimed high with our ‘Online Plant Lab’.
We had big plans for this launch. We were going to invite a group of inspirational profiles for a nature-based activity that would give them the opportunity to learn more about nature's resources whilst discovering the product range in an all-green and indisputably inviting atmosphere. But then Corona - read: some serious health threatening events worldwide -happened and we were forced to adapt to the circumstances. In consultation with Unilever, we decided that a physical event was out of the question. Team MARNIX and ALLY started brainstorming about ways we could spread the message of the Dove Powered by Plants range in a safe and sound manner. Enter: the webinar x plantlovers.
Inspirational speakers that perfectly complemented the brand message were sought out so that they could share their personal experience in relation to nature and its benefits. The whole thing was pre-recorded by our mediapartner for quality-reasons. Our HQ was transformed into a green mediaplatform and so, all the speakers enthusiastically performed. The result was inspiring and beautiful. The 'Plant lab' commenced with their learnings and tips, after which the Powered by Plants range would be officially introduced to the public. Viewers got a thorough explanation of what the assortment entails and of all the steps Unilever is taking to make the world we live in a better and healthier place. Questions were permitted and even encouraged, so as to fully inform the public of the benefits of a plant-based lifestyle.
We collaborated with an array of digital creatives to promote the product range and inform the general public of our webinar. Although places were limited, the webinar was open to the general public and everyone could join in - which we can happily say, they did. Our ambassadors and influencers managed to share the story behind the brand, the range and the event in a wonderfully creative manner, and we couldn't be happier with their genuine enthusiasm and support. Thanks to the people involved and the strong message the product range carries out, we can proudly state that we managed to successfully launch Dove Powered by Plants!
A special thank you goes out to our inspirational speakers: Lily Joan Roberts, Eva Trappeniers and Sarah Mortelé.
Interested in launching your new brand? Don't hesitate to give us a call.
Dove note: All products in the Dove Powered by Plants range are COSMOS Natural certified by EcoCERT Greenlife and therefore guaranteed natural, consist of at least 98% ingredients of natural origin and 100% natural fragrances, are dermatologically tested and suitable for vegans, and last but not least use recycled and recyclable packaging.