We created a partnership between Dove Men+Care and the Wake Up Project to produce a 10-part podcast series focused on the changing nature of masculinity.
A Man’s Real Strength
We created a campaign to drive a conversation around the changing nature of masculinity, to position Dove Men+Care as a brand with real purpose and meaning.
We initiated a partnership between Dove Men+Care and the Wake Up Project to produce a 10-part podcast series with influential Australian men, finding out what it meant to them to be a man. We launched the campaign with an event with five Australian Rugby Union players, asking them to tell the country about how care has made them a stronger man.
The podcast series was in the top 10 on iTunes throughout the duration of the campaign and over 4.1 million people were exposed to the conversation about #realstrength initiated by Dove Men+Care. The campaign achieved 91% brand acknowledgement and 90% of coverage delivered at least one key message and the podcast reached #2 in the iTunes “Personal Journal” category.