Objective
Drive stronger social engagement and measurable CVS sales while proving how exposure across platforms moved shoppers from campaign interaction to conversion.
Solution
CMX built Dove’s strategy around a connected framework of audience targeting, social activation and sales attribution that transformed social influence into measurable sales.
ExtraCare® Precision Targeting
CMX built deterministic ExtraCare audience segments based on Dove brand purchase behavior, category spend, lapsed buyer windows and contextual signals to reach shoppers most likely to engage and buy.
Social Portfolio Strategy
Dove’s social campaigns were activated across Meta, Pinterest and Reddit to meet shoppers in distinct platform-specific mindsets: discovering, planning and researching before purchase.
True Closed-loop Measurement with LiveRamp
Social ad exposure was matched to ExtraCare member loyalty transactions to measure how campaign engagement translated into real CVS purchases.
Results
Conclusion
For Dove, CMX demonstrated the full power of social as a channel for shaping, motivating and accelerating purchase decisions.
By connecting social exposure to CVS sales with true closed-loop attribution, CMX is giving brands a clearer view of how upper-funnel influence can become lower-funnel results — with the strategy, precision and measurement to make the impact real.
Not a guarantee of campaign performance. Where permitted by law.
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*2026 CMX Campaign Performance.
