Dove Spa: Strength within
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The team
Amanda Warren, Sian Allmark, Caitlin Robertshawe, Mette Jensen.
How did the campaign make a difference?
Following a launch that sold out an anti-wrinkle supplement in four hours, Dove Spa had to maintain momentum. Strength Within's email strategy not only achieved repeat purchase of over 77%, but against significant customer propensity to stop treatment.
What details of the strategy make this a winning entry?
The launch of Strength Within is regularly cited as one of the most successful product launches in recent years; the first tranche sold out in just four hours following a...