Nitro Group approached me to create a comprehensive digital strategy for Dove Chocolate. Although I am a huge fan of chocolate, I hadn’t previously had much experience with chocolate or candy online.

I started the strategic process by completing a comprehensive review of competitive web sites, focusing in particular on more high-end chocolate brands, which was the space that Dove was hoping to move towards. Additionally, I took a detailed look at how people were already talking about Dove online – it turns out that the Dove Promises (an inspirational saying on the inside of each Dove chocolate wrapper) were already being discussed online (and had even been translated into Klingon).

With the competitive review, I was able to define a baseline for Dove’s web presence. The insights about the existing community inspired more interesting ideas around engagement and outreach.

After presenting my findings to the client, I was able to bring some of the recommendations to life in user experience design for the new web launch. The web site redesign, which was supported by online marketing and promotional efforts, successfully connected with women who are passionate about Dove Chocolate, allowing the brand to participate in the conversation.