Briefing

Dove introduced a new deodorant formulated for use on the entire body. Our task was to develop a strategic and creative influencer approach to support the launch of Whole Body Deo in the Benelux. The aim was to establish a strong presence as an early entrant in the emerging ‘Whole Body’ category, and to encourage more open and honest dialogue around body odor.

Strategy

In our campaign, we set out to break the taboo around sweat and body odor. In the first phase, we sparked conversation by addressing body sweat directly through a series of candid street interviews in both countries. In the second phase, we transformed those insights into playful yet high-pressure challenges. Thanks to Dove Whole Body Deo, they stayed cool, fresh, and fearless throughout.

Approach

For the first phase we partnered with two fearless hosts who thrive on real-world interaction and bold content. Nina de Vries, known for her immune to fear challenge embraces daring challenges every day. Alexandra Koljaj connects with people to explore the latest in fashion, beauty, and cultural trends. Together, they kicked off the campaign by hitting the streets of the Netherlands and Belgium, sparking conversations around a topic that’s often avoided: body odor and awkward sweat moments.

In the second phase, those insights became the foundation for a set of challenges designed for our local squad Veerle Hofkens, Sophie Ousri, Anna-Livia Smekens, and Yara Fransen. Each creator was placed in an unexpected, high-pressure scenario without any warning. The challenges were designed to push them out of their comfort zones and test their confidence in the moment.

The content was distributed organically and amplified with paid snippets on TikTok and Meta, driving strong engagement across both platforms.