Shine is a classic Dove style campaign that had some super results. So I include it here as a business case study, not as a genius piece of creative.

Dove Hair wanted to prove their "hair credentials" so we created the Shine Magazine integrated campaign that took place over 6 months. The public were invited via a TV spot to submit their image online to be part of the Dove Hair Shine magazine. Over 6000 people submitted images, motivations and completed hair diagnosis questionnaries during the 1 month entry period. Literally thousands of women were included in the magazine in the form of mosaic double page spreads while 9 women were flown into Toronto for an editorial photo shoot.

During the invitation phase TV spot (April 1st - May 1st) Dove Hair achieved an unexpected 6.0 share with no other materials in market.

The share results for the 4 week period ending Sept 1st - hit a 7.0 share. One of their highest ever share periods. This was the timing that Shine Magazine was in the market. We also received research data that shows that Shine magazine affected purchase intent for the brand and drove functional credentials. This was also during Pantene's re-launch and new advertising. (Ironically their tagline was also "Shine".)