To promote Dove’s sensitive skin deodorant we decided to ask women what irritated them and then help them stop it.
We started by going out and asking hundreds of women what were the things that irritated them the most. We got answers ranging from “traffic” all the way to “my in-laws”.
We then made a microsite with videos of a counselor giving tongue-in-cheek tips on how to get rid of each of those irritations.
When entering the site the users had to write what irritated them and then a “custom” video would load, making them feel as if the counselor was giving them tips in real time.