Through a marketing partnership with Unilever and Mindshare, Zoom delivered significant results for both Dove Deep Moisture Nourishing Body Wash (Women) and Men+Care Clean Comfort Body & Face Wash (Men). During an integrated media campaign that aired Q1 of 2016, Zoom connected and engaged the two Dove brands with the ever elusive Active Lifestyle Consumers. The program ran in Fitness clubs across Canada and included FitTV commercials, branded shower curtains and locker room signage. While Fitness members showered, the product was available in Dove branded shower dispensers. Finally, members received digital coupons to encourage purchase intent.
This immersive media strategy delivered strong results for both brands measured by Research One. In fact, the Dove Men+Care brand received 65% positive recall and an amazing 83% increase in “Very Favorable” opinion of the product. Not to be outdone, Dove Women’s Body Wash also measured extremely well in the study. Nearly 81% of women respondents stated they were likely to purchase Dove Women’s Body Wash.
“Zoom offers the perfect environment to promote and experience premium brands like Dove. We integrate multiple media platforms to enhance the gym member experience and we’re creating extraordinary opportunities for advertisers” Says Chris Corvetti Vice President Sales & Marketing.
“Fitness goers across Canada were rewarded with the Dove experience during their shower and remembered it while on the path to purchase after they leave the club. The recent Nielsen 2015 in-club study states that 85% of all members run errands after their workout.” stated Corvetti.
The recent rebranding of Zoom in Canada better illustrates the company’s extended and in-depth knowledge about the Active Lifestyle Consumer.
“While Zoom has always looked to connect to an active audience, the recent rebranding of “Zoom Active Lifestyle Marketing” more clearly demonstrates how we deliver against our mission: To engage and inspire millions of Active Lifestyle Consumers”. said Thomas Link Senior Global EVP Sales & Marketing “We deliver Active Lifestyle consumers where they are happy and energized,” said Link. “Health club members are an extremely attractive group of consumers who are harder to reach than most, but we connect with these consumers in moments that matter.”