This case study shows how Unilever used a six-week digital transit campaign across New York City to improve brand health and drive interest in Dove Men+Care deodorant. Subway station Liveboards and interior Livecards reached commuters throughout the city, with campaign impact measured through a control-versus-exposed study by MFour. Aided brand awareness increased by 14% among exposed audiences, while 59% recognized the advertising, more than 1.5 times the benchmark. Ad recognizers recorded a 9% lift in brand favorability, an 8% lift in consideration, and a 10% lift in purchase intent. Among those recalling the campaign, 44% planned to seek more information, 35% would tell a friend, 32% would visit the website, and 31% would purchase the product.

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