Case Study: Dove achieves 59% higher engagement and improved CTR with Millennial Media's Tumblr integration and audience targeting

Fall for Unilever Singapore Dove Hair Rescue

Unilever Singapore tasked Mindshare and Millennial Media (now part of AOL) with promoting Dove Hair Fall Rescue through a Tumblr-based contest—the first Tumblr integration Millennial ran in APAC—to drive awareness and consumer interaction around visible hair fall reduction.

They built a rich-media expandable banner that surfaced the contest’s top five Tumblr images and linked to the contest page, then used Millennial’s audience and channel targeting to reach women 25–55 (focused on pregnancy, stress and bleaching/coloring). The campaign delivered a 1.17% engagement rate (59% above benchmark), a .78% average CTR (vs .4–.6% network benchmark) and a .92% CTR in the Health & Fitness channel.

Dove

Victoria Ng

Brand Manager