Studies

PageMorph: Dove "Movement for Self-Esteem"

OBJECTIVE

• Raise awareness for Dove's commitment to building self-esteem and drive cross sell across Dove brands

STRATEGY

• HDM created a first-to-market page morph ad execution that demonstrated the concept of "movement"

SOLUTION

• The iconic Dove logo was automatically initiated with every load of the homepage. The dove broke free from the rectangle in the right rail and flew across the page, creating a breeze that caused words and images in its wake to flutter and sway, then returned to the rectangle. Users had the option to expand the unit to view video content.

Highlights

• The takeover received an impressive interaction rate with a higher than average click-through rate