Unilever’s Dove Men+Care is gearing up to launch a digital campaign in advance of the Super Bowl 2015 spot.
Similar to its Super Bowl debut in 2010, Dove Men+Care will focus its message toward challenging the modern social stereotype of what it means to be a man. The campaign will start in the weeks building up to Super Bowl XLIX with a social media drive on par with the Dove Men+Care spot “Real Dad Moments,” which ran exclusively online earlier this year, garnishing over 12 million views.
In 2014, Dove spent over $110 million on national TV advertising. Its top two campaigns of the year targeted both men and women. “Free Makeover” cost an estimated $18 million on national TV advertising and received approximately 427,000 online views. Dove Men+Care spent approximately the same amount on the spot “Decision Makers” featuring basketball coach Jay Wright, but received 1.2 million online views.
With news of Dove Men+Care’s focus toward social media and a proven digital strategy with “Real Dad Moments” and “Decision Makers,” Dove could be in line for a winning spot as they ramp up for the Big Game. iSpot.tv will piece together social and digital activity the moment their TV commercial airs in Super Bowl 2015. Prior to Dove Men+Care, Dove previously advertised in Super Bowl 2006 with a theme focused towards young girls self-esteem.
For the very latest check out iSpot.tv’s Super Bowl 2015 Ad Center.