Remember a few months ago when we spoke about Dove's new intensive repair hair range and the huge viral review campaign that they were doing?

@twobrokechicks_

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Promoted product

Dove Intensive Repair hair mask

Did you know that hair is 90% protein? Daily damage strips this protein away. That’s why Dove Intensive Repair + Ceramide Treatment Mask is formulated with glutamic amino serum and patented Bio-Protein Care technology, backed by 10 years of research. Part of our Damage Therapy system, this repairing hair mask offers 10 transformative benefits: hydration, smoothness, shine, fullness, less breakage, frizz control, damage protection, easy styling, fewer split ends and fewer tangles. After using Dove Intensive Repair + Ceramide Shampoo and Conditioner, apply to wet hair from mid-lengths to ends. Leave on for 3–5 minutes, then rinse thoroughly. Enjoy up to 10x stronger hair. For best results, follow with Dove Intensive Repair + Ceramide Serum. At Dove, we believe no young person should be held back from reaching their full potential. Since 2004, we’ve been building self-esteem and confidence in young people – and by 2030, we’ll have helped a quarter of a billion through our educational programs and resources. When using Dove Intensive Repair + Ceramide Shampoo and Conditioner vs non-conditioning shampoo.

Why it worked

The video leverages a successful and creative marketing campaign by Dove, turning user-generated content into advertisements. By asking their audience to participate and potentially have their reviews featured, it creates a sense of community and incentivizes engagement.

Summary

The video discusses Dove's viral marketing campaign that used honest Reddit reviews of their Intensive Repair hair mask for advertisements. The creators are now asking their audience to share their own reviews of the product in the comments, with the possibility of these reviews being featured in future Dove ads.

Structure

Original caption

The viral @Dove ANZ campaign is back and this time we want to hear from YOU CHICKS. Tell us your honest thoughts on the Dove Intensive Repair hair mask in the comments - the good, the bad, the very specific #ad

More from @twobrokechicks_

Product placement

Dove (brand): ACTS - Dove has gone viral for their latest campaign, "Dove r/real reviews" utilising the first 50 Reddit reviews of their most awarded hair mask. The campaign shares the reviews, regardless of opinion, good or bad. Removing it would change what happens in the video. Dove ANZ (brand): APPEARS - The campaign is by Dove ANZ. Removing it would not change what happens in the video. Reddit (platform): APPEARS - The campaign uses Reddit reviews. Removing it would not change what happens in the video. Dove Intensive Repair hair mask (product): ACTS - The video discusses and shows the Dove Intensive Repair hair mask as part of a campaign. Removing it would change what happens in the video.

Call to action

Leave your review in the comments because we will be going through them, reacting to them and sharing some of them on the pod. Some of your comments could even be turned into actual Dove ads like the original campaign.

On-screen text

a spoke Intensive hair huge review that basically asked give honest Intensive mask the very specific they actual into ads well Dove little they've us obviously chicks experts what genuinely the Intensive mask it to love again full review no have just is whole that opinions review because them and on comments be actual ads original us everything obviously comments

Transcript

Remember a few months ago when we spoke about Dove's new intensive repair hair range and the huge viral review campaign that they were doing? They basically asked people on Reddit to give their completely honest reviews of the Dove Intensive Repair hair mask, the good, the bad, the very specific. And then they turned those actual comments into real ads for the campaign. Well, apparently Dove got wind of our little conversation and they've reached out to us because obviously, you chicks are the experts. What genuinely think the Dove Intensive Repair hair mask. Have you tried it? Does it live up to the hype? Love it? Did you not love it? Would you buy it again? We want the full honest review. And no, you do not have to say you loved it just because Dove is here. The whole point that they want your honest opinions. Leave your review in the comments because we will be going through them, reacting to them and sharing some of them on the pod. Some of your comments could even be turned into actual Dove ads like the original campaign. Us everything, we will obviously be stalking comments.