Dove Men+Care - Care Makes a Man Stronger
Care is not a sign of weakness - it is part of being strong. Through an influencer campaign, we turned this idea into authentic stories from men across the Baltics.
Over the course of a 9-month influencer campaign, we highlighted the importance of self-care for men across the Baltics, showing that Dove Men+Care is an everyday ally - from the morning shower to those moments when you need to feel confident and strong. The goal was to speak to men through the perspective of other men, while also reaching their significant others. Dove Men+Care’s wide product range was positioned as a kind of “survival kit” that helps men feel good, confident and ready for whatever the day brings.
Involving male influencers is a challenge in itself - there are fewer of them, and it was important to find content creators who could communicate naturally with their audiences. We successfully identified recognisable content creators in each Baltic country who became Dove Men+Care ambassadors over several months. This long-term collaboration allowed audiences not only to discover the products, but also to get a glimpse into the influencers’ everyday lives and the moments when Dove Men+Care is there for them. Content was published on both Instagram and TikTok, with a particular focus on TikTok’s potential to reach a larger male audience. The campaign content generated millions of views, demonstrating that male audiences can also be meaningfully engaged through authentic and long-term influencer communication.
Our responsibilities: end-to-end influencer project management - from content creator selection and communication to coordinating and executing long-term partnerships.