Unilever promotes new Dove Shower Foam with its first branded Snapchat lens
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NEW YORK — Unilever, to promote the launch of Dove’s new Shower Foam, is trying out a new form of social marketing with its foray into the world of branded Snapchat lenses.
The lens — a first for Dove as well — puts users into a virtual shower, allowing them a sneak peek at how the new Dove Shower Foam works. With the Snapchat filter, Unilever and Dove are reaching an audience in key younger demographics. According to Statista, some 76% of Snapchat’s reported 150 million daily users fall into the age group of 13- to 34-year old (37% are between 18 and 24 years old).
One of the success stories that Snapchat highlights on its website is the fact that a sponsored lens from Michael Kors promoting its sunglasses brought more than 104 million total views and an 6% lift in purchase intent — about three times greater than mobile campaign norms — and an 18-point lift in brand favorability.
And Dove’s new approach to marketing is highlighting the new approach to the typical show skin care regimen that Dove Shower Foam reflects. Dove Shower Foam combines the brand’s NutriumMoisture technology with gentle cleansers that are typically used in facial cleaners to deliver Dove’s skin care in a foam for the first time.
The product is available in four varieties: Deep Moisture, Cucumber & Green Tea Scent, Sensitive Skin and Shea Butter with Warm Vanilla. The 13.5-fl. oz. pump bottle retails for a suggested $5.97.