Recognizing the importance of fostering empowerment in women, we launched a program that highlighted Dove's commitment to confidence, encouraging shoppers at Shoppers Drug Mart to "pay it forward" with their purchases. This initiative offered moms and daughters the chance to make a global impact with a mission trip through Me to We. To engage shoppers, we utilized mobile ads and digital content before their store visits, while in-store demos, handouts, and merchandising showcased how their purchases could transform lives.
Pay Confidence Forward not only increased Dove sales but also deepened emotional connections between moms and daughters.
Bronze Shopper Innovation Award: Custom Retail
My Role: Associate Creative Director
Art: Allison Johnson, Angela Gonzalez, Sami Skelton
Copy: Kate Burke