- Dove, a Unilever brand, launched the subsequent stage of its “Let Your Body Body” campaign on April 2, in keeping with a press release. “Hot Seats” leverages music festival season to advertise the brand’s whole body deodorant line.
- Campaign activations include a scavenger hunt in cities featured in Charli XCX’s Brat 2025 arena tour – Austin, Minneapolis, Chicago and New York. The scavenger hunt kicks off April 5.
- The concert-centric campaign was inspired by TikTok videos of individuals complaining in regards to the smell at some music events, a subject that has amassed over 56 million views. “Hot Seats” utilizes IRL activations, including a digital billboard truck and Reddit clues to interact with consumers as they appear to attain tickets to in-demand events.
Dove is constructing off its “Let Your Body Body” campaign with the “Hot Seats” effort. The campaign leverages access to concerts like Charli XCX’s sold-out tour to interact young consumers with a chance to win tickets. A hunt blends social media and real life to maintain consumers invested throughout the tour and other live concerts.
“Let Your Body Body” puts music at the forefront, using a tackle Khia’s “My Neck, My Back” by Chika to advertise dance as a type of self-love and expression. Taking advantage of festival season is smart for Dove to increase the trouble as so many consumers complain about body odor at music events. Dove’s Whole Body Deo collection launched in 2024 because the demand for whole body deodorizers rose. While similar products akin to Unilever’s Axe Body Spray have been around because the Nineteen Eighties, 2024 marked a watershed moment for the industry as firms akin to Dove, Native, Secret and others launched their very own version of the product.
“Hot Seats” kicked off April 1 with a pop-up concert featuring Sofi Tukker. In addition to the Charli XCX concert, Dove might be providing seats at Lollapalooza and other events all year long.
The effort also keys into how difficult it has turn out to be to acquire concert tickets because the demand for live events mounts. “Hot Seats” gives music fans a second probability to attain tickets for in-demand shows like Charli XCX’s Brat tour, which has turn out to be a cultural phenomenon and quickly sold out.
Scavenger hunts are a go-to strategy for marketers looking to interact consumers with a brand. In September, Chipotle launched a digital scavenger hunt to give away free quesadillas.
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