How to pull more young consumers through the new product "Dove Ice Cream Chocolate" to create a Netflix product and increase market penetration?  

Dove comes out with ice cream!

Cross-border concepts, novelty experience, more and more net red snacks into the market, Dove small fresh series of chocolate, new innovation to lead the category growth, in the young consumer groups have a super-high repurchase rate, how to pull more young consumers through the new product "ice cream chocolate", to create a net red products, increase market penetration! How to attract more young consumers through the new product "Ice Cream Chocolate" to create a Netflix product and increase market penetration?

Dove X Tiktok Challenge # Ice and snow are cute, I can#

Team 180 utilized the high exposure of the Jitterbug platform to set up a highly interactive challenge to quickly build market awareness and communication momentum for the new product launch.

Ice cream chocolate, as the name suggests, has the taste of ice cream without losing the smoothness of chocolate, we will skillfully integrate the product selling point into the challenge topic, ice smart + good and lovely = ice and snow good behavior to establish a dual-line product & user persona, deepen user interaction and empathy.

Adopting foreground kinetic effect stickers + head and face pendant stickers, the soft and cute fairy style + multi-group modeling switching matches with the preference of Jitterbug users, and the "fairy wreath" with new flavor elements is switched through gestures triggered by the head pendant to present the highlight moments, so that the brand and new product information can be implanted in a soft way, and the stickers can be richly playable to deepen the product's selling points. Memory

Jin Chen, the spokesperson of the Little Fresh series, brought along all the KOLs to shoot the #ice well-behaved I can# sticker video. With the call of the stars and the demonstration of the platform's celebrities, it harvested a lot of content that resonated with the brand's interaction, which embodied Dove Ice Cream Chocolate's iconoclastic face value and strength of flavor to the fullest extent.

In the end, the brand and new products get massive exposure while harvesting full of effective communication, communication cycle harvest vv 1.1 billion +, higher than the average level of nearly double, the total number of participants 160,500,000, the total number of videos 220,000 +, detonation of the whole network.