Brief
Colgate-Palmolive needed a campaign for the relaunch of its deodorant range Soft & Gentle brand pushing its Bring Out Your Feminine Side brand proposition. The objective was to increase purchase intent and our brief was to come up with something that targeted women 25+ and helped them connect with the brand whilst still being iVillage.co.uk centric. 6 week campaign
Result
A gorgeous looking website that brings all the brand properties to life. The site offered visitors celebrity and beauty content including style galleries and a quiz to identify users’ ‘feminine soul’.
iVillage has a long-standing relationship with Colgate-Palmolive but this campaign site marks the first time the Soft & Gentle brand has run on the portal. The women’s portal, a division of NBC Universal, has more than 2m unique visitors a month, and has been a big success. This project was another example of components in action. There were 3 component elements to this site; the diagnostic, the image gallery and the slide show.