Unliever x Dove
Men+Care Deodorant

Download Case Study
out of home liveboard subway advertising dove mens deodorantout of home liveboard subway advertising dove mens deodorant
We helped Unilever improve metrics and drive purchases for its Dove Men+Care Deodorant

When Unilever wanted to improve brand health and drive sales for its Men+Care deodorant, the CPG giant turned to OUTFRONT for a digital transit campaign in subway interiors and stations across New York City. Did the Dove Men+Care brand take flight? With the help of our independent third-party measurement partner MFour, we quantified the impact the campaign made on awareness, consideration, intent, and other key brand metrics.

59%

Ad Recall Rate 

Source:
MFOUR, 2025

+9%

Brand Favorability Lift 

Source:
MFOUR, 2025

31%

Would Purchase the Product Advertised 

Source:
MFOUR, 2025

DOVE-MEDIA-FEATURE
Strategy & Execution

  • Market: New York City

  • Media Used: Subway station Liveboards, subway interior Livecards

  • Campaign duration: Six weeks (February 26 to April 14, 2024)

  • Methodology: Control vs. exposed

Outcomes

  • Aided brand awareness showed a +14% lift among those exposed vs. those not.

  • Of those exposed, 59% recognized the ads, over 1.5x MFour’s benchmark.

  • Ad recognizers showed a +9% brand favorability lift, +8% consideration lift, and a +10% purchase intent lift vs. the control group.

  • Of those who recognized the ads:
    • 44% would seek out additional information.

    • 35% would tell someone about the ads.

    • 32% would visit the website.

    • 31% would purchase the product advertised.