Dove Audio Ads + Mood Targeting Entice Listeners (and Senses)

Studio Resonate loves a challenge—so when Dove approached us with one, we worked hard to find an innovative execution to transcend standard streaming audio ads. Dove’s dilemma? They wanted to make sure consumers weren’t just settling for a ho-hum daily shower, but instead indulging in a truly sensorial experience with a Dove body wash that matched their mood. However, with twenty-four scents to choose from, Dove needed to ensure listeners were being served ads featuring their perfect choice. 

In our mission to approach every campaign with an audio-first angle, we recognized that producing stellar, customized creative, paired with innovative mood targeting, would be ideal. Mood targeting is a strategy that uses cutting-edge ad tech to effectively link advertisers with audiences most likely to be in a particular mindset, based on the music/content they’re engaging with. Here’s how we made it all happen. 

An Emotional Connection

“Emotion can be a connector between two sensory experiences, like sound and smell,” says Creative Director Miya Kanzaki. “Knowing this link, our objective was to look at music genres that elicit specific emotions and link them to congruent Dove body wash scents.”  

Pandora music analysts (a seriously cool job, we know) evaluate elements of each song to determine its mood (and the mood listeners may be in when they listen). These experts identify how music and moods align across Pandora’s wide-ranging genres and playlists, while AI handles the actual ad targeting based on that data.

 Next, we needed to determine which emotions or moods were associated with each Dove Body Wash scent. How did we do it? We drew upon an existing crossmodal study on the connection between scent and emotion—and enlisted our very own Sonic Strategy Director, Steve Keller, to connect the dots. “We already knew from our music analysts that there is a connection between joy and pop music, and we extended that connection into a fruity scent that could evoke happiness, in this case, cherry,” explains Keller. 

Based on information from the study, we selected four specific Dove Body Wash scents that best matched the music genres and moods we were able to target. Check out the pairings below:

• Renewing Peony & Rose Oil = Romantic Mood

• Pampering Shea Butter & Vanilla = Mellow Mood

• Revitalizante Cherry & Chia Milk = Happy Mood

• Invigorating Aloe & Eucalyptus Oil = Energetic Mood

Then, the production work began, creating a series of creative and unique “moody” spots for each body wash scent, designed to resonate with the listener’s current state of mind.

Mood Matching

After Kanzaki crafted scripts for each spot, featuring unique and evocative descriptors to highlight the distinct scent profiles, Lead Audio Producer Aili Chu began looking for the perfect voiceover talent. Her main goal? Finding individuals who could successfully create the desired voiceover tone for each ad read. “Once we found the ideal tone quality from our voiceover roster, it was easier to direct the actors to embody the unique mood of the spot,” shares Chu. “For example, we wanted a flirtatious, coy delivery to match the romantic mood of the peony and rose oil spot, and a vibrant, spirited read to reflect the energetic mood of the invigorating aloe and eucalyptus oil ad.”

Additionally, we selected the perfect music for the audio ads, with pitches and instruments that aligned with the targeted moods. Importantly, the background music needed to seamlessly fit into the style of music the listener was already hearing. 

While customization was key for these audio advertisements, an element of brand uniformity was critical to tying the campaign together. Therefore, a few components of the ads remained consistent throughout—such as the showering sound effects and the campaign tagline in the outro.

The end result? A series of ads, each featuring a different body wash scent, dynamically delivered to perfectly sync with the listener’s mood and moment—all in real time. By hearing about scents tailored to their current mood, listeners were more inclined to try the specific product advertised. 

Now, we hope you’re in the mood to enjoy a few of our favorite spots. 

If you weren’t already, we bet you’re feeling pretty good after listening to this ad. Listeners of happy tunes were served this spot featuring Dove Revitalizante Cherry & Chia Milk Body Wash. Light and uplifting instrumental music paired with an upbeat voiceover is the cherry on top of this joyful ad.

For those enjoying soothing beats, the Dove Pampering Body Wash with Shea Butter & Vanilla ad complemented the mood. With the calming voiceover and mellow background piano, we wouldn’t blame you if you started to melt into your chair while listening to this one. But you’d better wake up—we’ve got one more for you to hear.

Listeners swooning to love songs on Pandora were served the oh-so-romantic Dove Renewing Body Wash with Peony & Rose Oil audio ad. The sultry guitar melody and “lose yourself” messaging were personalized to resonate with those in the mood for love. 

The Sweet Smell of Success 

Dove was very pleased with our creative output, especially after receiving our impressive post-campaign data. This campaign delivered over ten million impressions and a click-through rate more than double our benchmark.

One of the reasons this campaign was so impactful was its creative use of contextual targeting by designating mood as the commonality between specific scents and music genres. (To learn more about why contextual targeting, in general, is so effective, check out our informative webinar). When it makes sense within the campaign strategy for brands to customize their creative based on a listener’s current temperament, there is increased potential to break through and make a powerful impression that drives action. 

Interested in exploring mood targeting or utilizing another ad product to make exceptional audio creative with us? Let’s chat. 

Written by: Joey Selden, Copywriter

Campaign Credits:

Creative Director/Writer: Miya Kanzaki

Lead Audio Producer: Aili Chu

Sonic Strategy Director: Steve Keller

Senior Manager, Creative Operations: SaraBeth Wanzek

Featured Voiceover Artists: Yeni Alvarez, Cortney Frierson, and Lindsay Sheppard

Thank you to our partners at Dove and Mindshare