Curious Endeavor × Brandwatch — Proof of Concept

Dove: "Pass It On"
Campaign Asset Showcase

Production-ready campaign assets generated from Brandwatch social intelligence data. Every creative decision traces back to a specific data point.

Day 1–2
Strategy Brief
Day 3–4
Campaign Brief
Day 5–7
Production Assets
01 — Social Media Posts
Twitter/X Native Content

Designed for the channel where 73% of Dove's conversation already happens. Optimized for quote-tweets, screenshots, and DM sharing.

Social Post — Twitter/X 280 chars
The best skincare recommendation isn't an ad. It's a text from your best friend.
84% of people trust recommendations from someone they know. That's not a statistic — it's the reason Dove has been in your family's bathroom for years. You didn't find us through an ad. Someone you trust told you.
#PassItOn → Tell someone what you actually use.
Based on: 84% trust recommendations from people they know vs 48% trust online banners
Social Post — Twitter/X 280 chars
We asked 78,000 people what matters most in skincare. The answer wasn't price.
62% said quality. Not discounts. Not packaging. Not influencer endorsements. Quality. The kind you notice at 6am when you're half awake and the product just works. Again.
#PassItOn → The one product you'd actually recommend.
Based on: 62% cite quality as most important factor; 78K total mentions (highest in category)
Social Post — Twitter/X 280 chars
65% of you buy the same personal care brand every single trip.
That's not habit. That's trust. And trust isn't built by ads — it's built by the product showing up the same way, every time, for years. Your loyalty isn't inertia. It's a verdict.
#PassItOn → Tag someone who gets it.
Based on: 65% of consumers buy the same personal care brands each trip
02 — Display Ad Concepts
Digital Display Advertising

Designed to interrupt with data-driven credibility, not generic beauty claims. Two formats: leaderboard (728×90) and medium rectangle (300×250).

Display Ad — Leaderboard 728×90 Desktop
Layout: Left third — Dove logo, white on clean background. Center — headline and body stacked. Right — CTA button, red (#cc0000) with white text. No product shot. Typography-driven.
78,000 people talked about us this month. Zero of them were paid to.
The most talked-about brand in personal care. Discover what they're saying.
See the conversation →
Based on: 78K total mentions — highest in personal care (vs Tresemme 38K, Neutrogena 20K)
Display Ad — Medium Rectangle 300×250 Mobile / Sidebar
Layout: Top 40% — large stat "62%" in Larken serif, red accent. Below — supporting headline. Bottom — CTA link, underlined. Minimal, data-forward design. White background, no imagery.
62% say quality matters most. We built our entire brand on that 62%.
Not the cheapest. Not the flashiest. Just the one that works — every single morning.
See why they stay →
Based on: 62% cite quality as most important, only 38% cite price
03 — Email Campaign
Inbox-First Advocacy

Designed to be forwarded. The email's success metric isn't open rate — it's forward rate.

Email — Campaign Launch HTML Email
SUBJECT LINE
Someone you know recommended Dove. (This is why.)
PREVIEW TEXT
84% trust a friend's recommendation over any ad. Here's what friends are saying.
HERO COPY
You didn't find us through an algorithm. Someone told you.
Maybe it was your mother. Maybe it was your college roommate. Maybe it was a coworker who noticed your skin and just said: "It's Dove."

That's how 84% of personal care decisions actually happen. Not through ads. Through trust. And trust doesn't scale through media budgets — it scales through people who care enough to share what works.

You're one of 78,000 people talking about Dove this month. If you're reading this, someone in your life probably needs to hear what you already know.
Pass it on → Share your Dove story
Based on: 84% trust personal recommendations; 70% will share brand experiences on social; 78K mentions
04 — Landing Page Hero
Campaign Destination

The landing page where all campaign traffic converges. Built for one action: sharing a personal recommendation.

Landing Page — Hero Section Desktop + Mobile
78,000 people talked about Dove this month.
Not one was paid to.
The most trusted personal care brand isn't the most advertised. It's the most recommended. 84% of people trust someone they know over any ad — and Dove has been the brand people recommend for generations. Now it's your turn.
PASS IT ON — SHARE YOUR RECOMMENDATION
Based on: 78K mentions (highest in category); 84% trust peer recommendations; 65% repeat purchase rate
05 — Multi-Market Adaptation
Localization: One Asset, Three Markets

Demonstrating how a single campaign asset adapts across English, German, and Spanish markets — maintaining strategic consistency while respecting cultural context.

🇬🇧
English — UK
The best skincare recommendation isn't an ad. It's a text from your best friend.
84% of people trust a recommendation from someone they know. That's why Dove has been in your family's bathroom for years. Someone you trust told you.
#PassItOn
🇩🇪
Deutsch — DACH
Die beste Hautpflege-Empfehlung ist keine Werbung. Es ist eine Nachricht von deiner besten Freundin.
84 % der Menschen vertrauen der Empfehlung einer Person, die sie kennen. Deshalb steht Dove seit Jahren in eurem Badezimmer. Jemand, dem ihr vertraut, hat es euch empfohlen.
#GibEsWeiter
🇪🇸
Español — ES/LATAM
La mejor recomendación de cuidado de la piel no es un anuncio. Es un mensaje de tu mejor amiga.
El 84 % de las personas confía en la recomendación de alguien que conoce. Por eso Dove lleva años en el baño de tu familia. Alguien en quien confías te lo recomendó.
#PásaloYa
Based on: 84% trust recommendations from people they know — adapted for cultural register across three markets. German version increases formality; Spanish version maintains warmth and directness.