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Dove Rest of Market Case Study CMX® drove brand growth for Dove — and uncovered the bigger sales story

What we know


CVS® shoppers don’t just buy from one place. They move through different routines and touchpoints — seeing an offsite ad for Dove deodorant, then buying it during their larger grocery haul. Measuring only what happens inside one retailer can leave the true impact unseen.


CMX put that understanding to work for Dove’s Big Game Campaign, driving sales at CVS and measuring the campaign’s full impact across the broader market with Rest of Market Measurement (ROM).

CVS and Dove sponsored ad on a smartphone.

  • Objective

    • Drive incremental product sales
    • Measure total campaign impact at CVS and beyond

  • Audience

    • Current Dove brand buyers
    • Category buyers not loyal to Dove

  • Channels

    • Standard Display
    • Premium Display

What we did

ExtraCare insights proved how convenience shapes the shopper journey 

ExtraCare® insights show that CVS shoppers prioritize convenience, moving across retailers and touchpoints to complete their routines. That behavior gives CMX an exclusive advantage to influence purchases far beyond CVS.

Precision targeting reached loyal buyers — and opened the door to new ones

Powered by first-party loyalty data, CMX built deterministic audiences of loyal Dove buyers and deodorant shoppers who had not yet chosen the brand — helping Dove engage one audience and win over the other.

Measurement revealed the bigger story

Through independent third-party measurement from Circana, CMX connected campaign exposure to incremental sales at CVS and across the rest of market, revealing impact that would have otherwise gone unseen.

Person using a smartphone. Circana logo. CMX Heart.

Results

+12%

ROM sales lift*

 

+21%

ROM lift among Dove brand buyers*

Conclusion
CMX not only drove sales, we proved how far they reach

By measuring beyond the retailer wall, CMX revealed the campaign’s contribution to sales both at CVS and across the broader market — giving Dove a more complete view of the value its media investment created and the impact it delivered.


What could stronger sales and a fuller measurement picture reveal for your brand?
Connect with CMX about your next campaign.

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Not a guarantee of campaign performance. Where permitted by law.

  • *2026 CMX x Circana Beta campaign performance data.