Dawn Case Study


Our objectives were to increase the penetration of the product within its market, educate around its benefits, drive interest and sales while reinforcing the campaign message: “Feel your most beautiful every day.” Our activation-based idea was The Dawn Day Spa, a branded luxury bus converted into a mobile spa where the target market were invited to feel pampered while experiencing the product.



  • Mobile bus and pop-up activation
  • Radio
  • Print
  • PR



  • Brand advocacy increased from 33% to 45%
  • Market share increased from 16% to 21%
  • Dawn became Unilever’s best performing brand