Dove Spa: Strength within

This case study describes a campaign by Dove, the personal care brand, to maintain momentum for an anti-wrinkle supplement following a successful launch.

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...

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