Dove, Crumbl Cookies, and Walmart joined forces for a creator-driven campaign that defied traditional marketing. By launching cookie-scented body washes and leveraging social media creators, the brands generated a 520% awareness lift and nearly tripled Dove’s previous first-month sales record. The campaign energized Gen Z fandoms, sparked over 5,000 user-generated videos, and brought in a wave of first-time Dove buyers.
Key Takeaways
- A creator-led campaign by Dove, Crumbl Cookies, and Walmart sparked a 520% awareness lift and nearly tripled Dove’s first-month sales record for a new launch.
- The partnership prioritized authentic fan engagement, leveraging social media creators and real-world events over traditional advertising to energize Gen Z communities.
- Over half of buyers were new to Dove, proving that unexpected collaborations and emotional resonance can drive extraordinary results among younger consumers.
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