Baby Dove | Beautifully Real Moms

Recognized by Cannes Lions, D&AD, Clios, One Show, CA, Effies, Marketing Awards, CMA, ADCC and Applied Arts.

In this campaign, we used celebrated photo journalists to create on online gallery showing the real beauty of motherhood. We drove traffic to the site through PR and social media posts, with additional support in OOH and print.

Print

Results

In first year, captured 9% share, while J&J Baby lost 3% share. Achieved ROI of 4:1 and over $5M worth of sales. Our Gallery of Real Moms had over 140K visits, more than double our goal. Social posts average engagement rate of 7%, exceeding the category average by 5%.

Coverage

Covered by the CityLine, National Post, Huffington Post, Toronto Sun, Today's Parent, Strategy and Ad Week.

Credits

Marketing Manager: Leslie Golts / Associate Brand Manager: Carolyn Kim / Senior Marketing Director: Daniel Alter / Marketing Director: Diane Laberge / Chief Creative Officer: Brian Murray, Ian MacKellar / Group Creative Director/Copywriter: Chris Dacyshyn / Group Creative Director/Art Director: Julie Markle / Strategist: Crystal Sales / Account Team: Aviva Groll, Ashley Shaffer, Emily Woods / Agency Producer: David Scanlon / Music: Vapor / Photographers: Lynsey Addario, Ami Vitale, Eran Sudds, Sandy Nicholson / PR Agency: Harbinger Communications / Media Agency: Mindshare Canada