Dove - Blog posts and email marketing

 

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In Summer 2020, Dove wanted to build brand awareness and engagement for their new range of self-tan body mousses.

In the midst of the 2020 Covid crisis, they wanted to present a positive outlook and encourage customers to feel upbeat and confident as they indulged in some self-care.

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As their freelance beauty copywriter, I delivered several different subject lines for the brand to A/B test as well as compelling in-email copy.


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In Spring 2021, Dove got in touch again. This time I delivered a set of blog posts on common hair complaints in the brand’s signature upbeat tone of voice.

Six of those posts now appear on Google’s first page. One is in the top three and one sits in first place.

 
Screen capture of Google search results showing a Dove blog post about repairing wavy hair sitting in first place.
 
White background, botanical foliage with burnt orange leaves and a peach coloured flower with lilac circle overlay with the brand logo for Dove
“It was a pleasure working with Sally! She delivered everything as asked, and within the time frame given. I really appreciated the efficiency in her way of working, as well as just being a lovely partner to check in with.”
— Nisha McElwee - Global Digital Manager at Dove Hair
 
 
Beauty email marketing campaign for Dove, shows various images and text from the email about their tanning products. Main image shows four women in shorts and vests. Text reads: Take control of your tan. New Dove gradual self-tan mousse.
 
 
Blog post for Dove hair care shows main image of a women with wavy hair in front of the sea. The blog title is ‘How to repair wavy hair in six easy steps’.
 

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