Unilever Dove
Unilever Dove's Foaming Body Wash campaign boosted product awareness with an interactive game filter and challenge-driven BMBE format
Campaign Objective
Unilever launched a 9-day interactive BMBE campaign featuring a game-style filter to boost brand visibility on TikTok and allow users to instantly engage with the unique qualities of the new Dove Foaming Body Wash.
Designed to inspire organic user-generated content, the campaign strategically combined BMBE and Top Feed placements to drive higher traffic, while hashtags like #DoveCloudWashChallenge encouraged community-wide engagement.
Solution
To highlight the unique qualities of Dove Foaming Body Wash for consumers, Unilever rolled out an interactive branding campaign on TikTok. Built on an interactive BMBE format, the campaign encouraged users to create and share their own content, paving the road for an organic engagement with the brand. To support this, the campaign offered a custom Branded Effect (BE) filter, making it fun and effortless for users to produce creative content. The real-time National Ranking feature was introduced to add a competitive element to the engagement process, creating a positive brand experience.
Furthermore, Unilever strategically combined Branded Mission (BM) to amplify standout user-generated content as ads, driving deeper immersion and greater engagement for the campaign. A Top Feed-driven media mix expanded reach, while viral hashtags like #DoveCloudWashChallenge sparked community-based, organic engagement. Following TikTok Brand Basics guidelines throughout the campaign, while ensuring consistent and reliable brand messaging, was another core strategy.
Results
The campaign delivered impressive results, proving its impact on both brand awareness and reach.
A total of 2,767 videos were created to set a record that was 228% higher than the Korean average, while the number of unique participants was 2,113 to mark a 245% increase over the average. In addition, 221 creators produced 320 Branded Mission videos, actively driving campaign participation.Hashtag page views soared to 8,853, a staggering 3,100% jump compared to the benchmark, and total video views reached 17.8 million with a growth of 4% compared to the previous record.
With such interactive, entertainment-driven branding approach, Dove effectively strengthened brand reach and awareness as well as laid a strong foundation for future conversion-focused campaigns.