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Dove and EchoMail created a highly targeted direct market campaign. Using the techniques of viral
marketing, E-Mail, and the Internet, EchoMail provided quick turnaround time and a well-branded product
launch for Dove.
Client Since: November 1999
Products Used:
EchoMail® Customer CareTM
EchoMail® Direct MarketingTM
EchoMail® Data WarehousingTM
Creative Services
Strategic Consulting
Number of E-Mails processed:
Targeted direct marketing campaigns Over 90,000 messages per campaign Campaigns segmented via skin type,
gift offer, and browser capability
Service Solutions:
Service Solutions
Strategic Consulting
Creative Services
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Success Story: Dove Soap
Company Overview
Dove bath soap is one of the many products of Unilever, one of the top manufacturers of packaged consumer
goods. Unilever's diversified holdings include Lipton tea, Breyers ice cream, Mentadent toothpaste, and Vaseline.
Unilever, a multi-billion dollar international firm, purchased Bestfoods in 2000, making it one of the world's
top food firms with 1,600 brands in both food and general consumer products.
Before EchoMail
The Dove product line includes a variety of skin care soaps ranging from moisturizing to sensitive skin. In
November 1999, Dove was launching their newest product - Dove Nutrium. As part of their product launch,
they wanted to entice new and existing customers to try Dove Nutrium by signing up for a free sample. Dove
needed to launch the campaign quickly in anticipation of the store release date. To meet that tight deadline,
Dove chose EchoMail.
The EchoMail Deployment
Dove Fulfillment and EchoMail worked together on the creative design and execution of a direct market
campaign. The campaign provided people with a survey in which they could describe their skin care conditions.
Based on their answers, EchoMail sent personalized E-Mail messages describing how Dove Nutrium could help
their specific skin condition. Additionally, to transition its customers from traditional product launch marketing,
Dove and EchoMail created a web form to enable users to request a free sample, routing the information through
EchoMail CC to the Dove Fulfillment Center.
After EchoMail
Through the use of specialized web forms, EchoMail CC and DM, and viral marketing techniques, EchoMail
successfully identified 100,000 new, unique E-Mail addresses for Dove and generated nearly 300,000 free
sample requests.
Types of Services Provided
Text and HTML E-Mail copy creation
Web design and database integration
Branding assistance for direct marketing campaigns
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