BRIEF
Educate the possibilities of digital touch points to widen brand awareness.
These films show our consumer’s behaviour interaction with the Dove brand. By developing an experience, that boosts brand key emotions and recognition via multiple touch points, this seamless brand interaction, reinforces purchase decisions, and encourages word-of-mouth and using the benefits of self-generated content to leave a larger brand footprint by social sharing and reviews.
Varied personas identified for the target audience, character, styling and personality, were researched and developed. Narrative storyboard exploration to align with current social trends and shopping behaviours, giving a better understanding visually by films, of which touch points, type, how and when, was to be effective for this audience and product.
User interfaces were also produced for every touch point upon responsive devices, to reflect how often we go online. Ensuring each touchpoint was of brand value and non-intrusive. After purchase was also considered, on how to retain brand loyalty, digitally, by inviting for participation of reviews, feedback and recommendations, which socially influences other consumers and creates further dialogue.
Direction of the styling of each scene, the look and feel, to be simplistic, educational, and without using technical terms to show the journeys. Voiceover was chosen and directed, as someone you could envisage as a friend or colleague, you would likely bond with, caring, warmth, youthful, which relates to the audience of this product. Worked alongside a team of animators, providing them a suite of assets, and annotated storyboard sequence, to create a fluid and consistent set of films that told the story in a natural style, easy to understand and learn from.
