Dove Men+ Care
Vrienden onder elkaar
Briefing
Dove Men+Care believes in self-care. It’s obvious to them that it brings out the best in a man. Research shows that close friendships among men are rare. Raised to be strong and independent, many men avoid vulnerability and struggle to express their need for caring connections. As a result, they often lack the tools to maintain these relationships
Our goal was to help men aged 30 to 40 understand what Dove Men+Care stands for and to boost their confidence in expressing care. We position this as a valuable masculine trait that deepens friendships.
Approach
Strong male friendships are vital for both physical and mental well-being. To highlight this, we created the podcast “Vrienden onder Elkaar,” where Ewout Genemans dives into what modern male friendships truly need.
In this series, we speak with four pairs of friends, each with their own unique story and background. Together, we explore the challenges that contemporary male friendships face. In each episode, Ewout navigates the highs and lows of these bonds—whether it’s making the youth team at Ajax, dealing with jealousy, pulling all-nighters or resolving conflicts. How do you maintain a friendship while running a business together, raising children, or when one of you moves abroad?
Dove Men+Care breaks the taboo around this often-overlooked topic by asking a fundamental question: "What makes a good friend?" In addition to full-length episodes on Spotify we’ve created 15 snackable assets to share on TikTok and Instagram.
Results
An impact study revealed significant positive shifts across all Dove Men+Care image statements after exposure to our campaign. Even among existing Dove Men+Care fans, there was a notable improvement in how they perceived the brand, indicating that current customers were positively influenced by the podcast.
Additionally, purchase intent rose by 37%, and 83% of respondents felt the brand’s alignment with the podcast and other campaign assets was well executed. This demonstrates that the content resonated strongly with our target audience.