Beauty · three-stage national rollout · Events, seeding, influencer, paid amplification
A three-stage national rollout, a beach activation, a CRM seeding engine and a mega-creator finisher, built to saturate the market on a tight budget.
The challenge
Dove was bringing a new Body Scrub range to market and needed it to feel everywhere at once, with enough cultural presence to clear shelves nationally. The catch was a budget that would not stretch to blanket paid media.
The job was total saturation without waste: real reach, real proof, and content efficient enough to power paid media after the fact.
The strategy
Rather than one big push, we built a three-stage system where every stage created the assets and audiences for the one after it.
The results
The three stages stacked into roughly 10.5M combined views and a $0.01 cost per reach at the finish, and the range sold out across Australian shelves.
The work
A sample of the creator content that drove the program.
The takeaway
Boots on the ground activation, tech-driven CRM seeding and paid amplification of proven posts is what clears shelves.
More work
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