What do we need before we head out the door in the morning?
Keys? Check. Phone? Check. Wallet? Check.
But we’re still forgetting two things: our coffee and our dry shampoo!
64% of Americans drink an average of 3 cups of coffee every day and the worldwide dry shampoo market is projected to reach $4.11 billion by 2022, so our coffee and our dry shampoo aren’t things we forget.
Dunkin’, a coffee and donut brand, and Dove, a beauty brand, paired up to celebrate the women of America who are “running on coffee and dry shampoo” by offering a pop-up shop, exclusive to the New York City area, and a contest.
On October 1st, Dove and Dunkin’ hosted a pop-up styling cafe at the Flatiron Plaza from 7am to 3pm, where consumers picked up coffees and had their hair done. Consumers also won #DoveXDunkin tote bags, hair ties and travel cups.
For the consumers who couldn’t make it to the NYC event, Dove and Dunkin’ are hosting the #DxDSweepstakes and inviting social engagement. Consumers can enter to win by flooding social media with photos that explain why they run on coffee and dry shampoo. Consumers have already begun to tweet and post photos of their morning routines, explaining why they need their caffeine and hair products.
One lucky grand prize winner will receive one year’s worth of both Dunkin’ coffee and Dove Dry Shampoo, while 15 first prize winners will take home a $25 Dunkin’ gift card and five Dove Dry Shampoos along with exclusive merchandise.
The contest is running through November 8, 2018 at 11:59pm.
Lessons from #DoveXDunkin
Dove and Dunkin’ joined forces for the ultimate marketing campaign, following four staple rules:
- Know your audience and know what’s important to them. Dove and Dunkin’ know their audience is predominantly women, specifically women who have busy mornings and rely on products like coffee and dry shampoo to help them get out the door. They also knew this demographic is active on social media, which could generate buzz and allow for easy sweepstakes entry.
- Think outside the box. Many wouldn’t imagine coffee and dry shampoo as the ultimate duo, but Dunkin and Dove made it work by positioning the products as morning necessities for getting to work, school or any appointment on time.
- Partner with brands who are also talking to your audience. With so many female consumers relying on coffee and dry shampoo, Dove and Dunkin figured there had to be some overlap — women looking for morning hacks. And they were right. Their shared audience is young women with busy lifestyles.
- It doesn’t matter how awesome your campaign is if it doesn’t get noticed. Dove and Dunkin’ wanted to something huge to create buzz, which is why they turned to a pop-up styling café and a valuable sweepstakes contest.
Perhaps to generate buzz about Dunkin’s new name change or provide more awareness for Dove Dry Shampoo, #DoveXDunkin has excited consumers with a unique and unexpected marketing campaign.
Read more about successful but unlikely pairings with Unlikely Pairings: 6 Brands, 3 Partnerships, Surprising Success.