Brand inc's partnership with the Dawn brand began in 2012 when Brand inc conceptualised and rolled out the first Dawn Day Spa - a double-decker bus that was converted into a mobile Dawn beauty spa. Its purpose was not only to build awareness of the newly packaged and stylish enhancements of the brand but also to revive lapsed consumer interest and brand loyalty of what has always been SA's most trusted and well-known body lotion and cream.
Such was the success of this never-been-done before activation, which saw the first ever Dawn Day Spa visit communities across two regions, namely Gauteng and Limpopo, that the Dawn brand overtook all its competitors and saw its highest market share from the previous six years with market share increasing from 16.8% in June 2012 when the activation kicked off to an astounding 21.1% in January 2013, beating its key competitor by over 8%. These results made Dawn the best performing brand globally within Unilever in 2012.
Now that advocacy for the brand had increased from 33% to 45%, in 2013 Brand inc took the Dawn Day Spa activation concept directly to shopping malls in more regions around SA. This time, activation areas in Kwa-Zulu Natal, Mpumalanga, Eastern Cape, Gauteng and Limpopo were set up where women (and men) who bought Dawn products were treated to a relaxing five-minute neck and shoulder or hand massage whilst being entertained by on-stage entertainment throughout the day. The Face of the Dawn Day Spa, Mbali Mlotshwa, was introduced because of the shared values between Dawn and Mbali, both brands proudly standing for natural beauty inside and out.
Again, the results from 2013 speak for themselves. Dawn retained its top spot with sales growing from 27% in 2012 to 29% of the Hand and Body Market in 2013 as a result.
In 2014, Brand inc has upped their game considerably to deliver a never-been-done before activation concept coupled with a giveaway that could potentially change three lucky winners' lives for the better.
The Dawn Day Spa 2014 is built inside a retro-fitted mobile container that will be driven to, and set up in, a number of communities in Johannesburg, KwaZulu-Natal, Limpopo and Mpumalanga. Here, women who buy Dawn products can enjoy a free pampering treatment and will be given all the details of how to enter the Dawn Day Spa 2014 competition. Smaller or "mini" activations will also kick off in the Eastern Cape and the Free State to further drive trial and purchase of the brand.
"Dawn believes women deserve to feel their most beautiful both inside and out," said Michelle Heaton, Account Director for Unilever brands at Brand inc. "Inner beauty comes from confidence, self-esteem and empowerment, which is why for this year's Dawn Day Spa competition we will be giving away three business courses to one lucky lady from each three regions. The best performing finalist takes home the ultimate prize - the mobile container itself which she can use to run her own beauty business."
The container will be fully furnished with the amazing décor and premium fittings used for the activations and fully stocked with Dawn and other personal grooming brands from Unilever. Beauty products to help the winner get her business started including full nail varnish sets and equipment to carry out top-notch manicures and pedicures as well as business fundamentals including a laptop, stationary, and free business support to ensure that the winner has everything she needs to make a success of her new business will be part of the main prize.
"We are excited to see people's response to this year's Dawn Day Spa," said Mnikelo Qubu, Brand Manager for Dawn. "We really feel that once news of the activations and the grand prize starts to spread, the affinity toward the Dawn brand should continue to increase as we go to new lengths to make women feel their most beautiful. It also helps that our brand ambassador Mbali Mlotshwa is on board again this year to promote the spa and competition and is eager to drop in for a few personal appearances as well!" said Qubu.
The Dawn Day Spa activations will go live at the end of May and will run through to September.
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