CLIENT:
DOVE (UNILEVER)
GOAL:
To push the product to the market, explaining to Russian men that Dove is their brand as well
IDEA:
Dovemen speaks a common language with men. The same Man’s language
SOLUTION:
Dovemen compiles «The Man’s Dictionary», that contains all the notions relevant to men, defined from a Man’s point of view
The Man’s Dictionary is based on dovemen.ru. The authors of the first definitions are famous Russian opinion leaders. Video-definitions to some words are given by famous comedy gang «Kvartet I», who produced and starred in a popular Russian movie «What men talk about». EACH USER can add his own definition to the dictionary.
Words from «The Man’s Dictionary» are easily shareable with friends and other men. You may join the manly talk in social networks.
RESULTS:
Words added to the dictionary by users - 5065
Unique visitors of the project website - 719 977
Pages viewed - 1 876 739
Videos viewed - 2 000 000
To be continued at dovemen.ru
