Dove & Walmart
Dare to be truly you
Agency: Arc | Role: Senior Art Director | Year: 2023-2024
The Challenge: Grow Dove at Walmart by driving cross-category sales and connecting Dove’s confidence mission with Walmart’s purpose.
The Strategy: Inspire body confidence conversations between moms and daughters to spark multi-category purchase.
The Idea: We reimagined the classic game Truth or Dare, to spark real conversations and empower girls everywhere.
The Results:
67% increase in self-esteem discussions
Multi-category growth (+7% overall, +10% deodorant, +9% hair care, +2% skincare)
2 Reggie Awards
Dare to Be Truly You cemented Dove as a global leader in confidence and positive change
Dove and Walmart share a common mission: empowering people to live better
We empowered girls and women worldwide to embrace their authentic selves, sparking confidence and self-esteem while driving meaningful growth for Dove and inspiring lasting change.
Key Visual Development
Instore activations
We developed a band engagement page on walmart.com to drive engagement even further
Experiential activations
We hosted a game play night
in Walmart parking lots, where girls and their support circles gathered to play Truth or Dare, connect, and grow together. Bracelet-making and hair-braiding stations featured Dove products, while in-store game demo stations invited shoppers to participate. Participants received a free Dove sample bag with a QR code to learn more about the initiative.
We created Dove Confidence Kits
A self-esteem guide filled with expert-backed tips and activities to help families and communities address challenges like toxic beauty standards and social media pressures.
Partnering with Ripple Street, we distributed the kits to influencers and content creators, inspiring Dove-led events hosted by families and friends. These gatherings sparked meaningful conversations, built confidence, and introduced Dove to new consumers.
Designing the playing cards
We invited creators to join our digital truth or dare game
Inspiring mothers and daughters to play together and share their delightful connections.
The campaign’s success led to a request for a refreshed version in year two
Year two key visual
We extended the campaign for an additional year, infusing it with a fresh twist inspired by the popular social media trend ’Get Ready With Me,’ ensuring it resonates even more with our audience.
Global key visual
We took our campaign global, adapting and refreshing or idea for cultural relevance in an additional 8 countries.
Unified brand identity
Created a new lockup combining the Dove and Walmart logos for exclusive use in the campaign. I selected a fresh color palette from Dove’s expansive range to find the perfect balance of pop and refresh. The design complemented last year’s campaign and aligned with the national key visual, ensuring visual harmony across all touchpoints.
Playing card refresh
Expansion of social engagement
We developed a global toolkit
We adapted our campaign for 8 global markets to foster open dialogue between mothers and daughters.
With the help of strategic partners, we identified culturally relevant games to create similar conversations. Examples include: South Africa | Whisper in the Tin, India | What’s in the Box?, Canada | Two Realsies & a Whopper
We created a dedicated brand page on walmart.com
Featuring links to our game, #GRWM prompts, and exclusive savings offers. This approach effectively drove sales and enhanced engagement with our program.
Team
Creative Director: Jon Britt, Associate Creative Director: Andrea Elder, Senior Art Director: Allie Johnson, Copy Writer: Emma Campanella, Art Director: Katy Miller, Art Director: Madison Moats, Copy Writer: Claire O’Malley
67% increase in self-esteem discussions
Multi-category growth (+7% overall, +10% deodorant, +9% hair care, +2% skincare)
1 Gold and 1 Silver Reggie Awards
Going through the kit not only reminds your children to always feel good about themselves but it is a reminder for adults to look at themselves in the best light as well. This kit reminds parents to lead by example.
— Kailah C