PITS AND GIGGLES STAND UP SHOW + SWEATY GIRL SURVIVAL GUIDE

For Dove’s new Clinical + Care antipersperant, we took sweaty girl struggles out of the anonymous reddit threads and TikTok comments and put them center stage with the queen of pits stains herself, Hannah Berner. We teamed up with Hannah to host a comedy show featuring some of TikTok’s favorite stand up comedians: Aumber Autry, Sydnee Washington, and Daniela Mora.

Tease and Launch

Hannah teased out the show with a carousel of her best pit stains. No #ad, no stay tuned, just a hilariously honest photo dump from a true sweaty queen. We followed up the next day with an official announcement, inviting the sweaty girlies to sound off in the comments for a chance to get their stories shared at the show.

THE SHOW

Our stand up show doubled as a shoot for both organic social content capture and product forward paid social. The audience was a mix of media, beauty influencers, and the hyperhydrosis hotties who were able to snag a ticket. Merch, signature cocktails, and photo ops made for the entire event ripe for sharing on social. All four of our comedians also shared BTS content from the show, showing how Dove Clinical + Care kept them cool, calm, and pit stain free throughout their set.

SWEATY GIRL SURVIVAL GUIDE

We then launched our content series, where Hannah responded to real stories sourced from her announcement post with the ultimate sweaty girl rec: Dove Clinical + Care.

By integrating real women’s experiences into both a live stand up show and social series, we created an earned attention grabbing campaign that was fueled by social conversation. Final impressions to come, but we recieved earned media coverage from Good Morning America, ABC, Ok Magazine, The Zoe Report, Buzzfeed, and many more!