“The commercials reached our guy
in a hyper-relevant way as he watched
the tournament,” Candelino contends.
“The first phase of this campaign was
also supported by a 360-degree campaign
with not only advertising but also, public
relations, promotions, mobile, digital and
social media.”
Candelino calls the trio of basketball
greats “men who our target guy relates
to,” and lauds their “strong tie to NCAA
men’s basketball.” He adds, “Magic
Johnson played in one of the greatest
championship games ever and went on to
become an NBA icon, but after his HIV
diagnosis, forged a new identity for him-
self as an entrepreneur. What sets Magic
apart for us is what he has accomplished
off the court as a family man and as an
entrepreneur. After retiring from the
NBA, he built an illustrious career at the
forefront of urban development, raising
the understanding of the importance of
Continued >
measurability and engagement. All
TV ads drove viewers to www.dove-
mencare.com, where consumers could
watch extended videos of the basket-
ball stars, join the Trivia Timeout
sweepstakes to win prizes including
tickets to the 2012 NCAA Final
Four, and even download a $1 off
coupon to buy the line’s products at
retail. The push — which included
the original Dove Men+Care line of
body wash, antiperspirants and deodor-
ants, plus the new Sensitive Clean Body
and Face Wash — didn’t stop there.
“Providing mobile access to Dove
Men+Care’s NCAA content was critical
for the brand to take advantage of consumers engaging with the tournament on
two-screens,” Candelino says. “The Dove
Men+Care mobile site ( m.dovemencare.
com) was refreshed to provide mobile
users access to Trivia Timeout and the
‘Journey to Comfort’ vignettes from John-
Whether through TV commercials,
Internet or social media like Twitter, the
marketing for the Dove Men+Care line
encourages consumers to be comfortable
in their own skin at any stage of life.
the multicultural consumer and bolster-
ing the economy by establishing brand
name businesses in underserved commu-
nities. He is also a dedicated philanthro-
pist and devoted husband and father.”
While the personalities help drive
the campaign, the science behind it has
its roots in the tenets of direct response
