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The hospitality industry is at a crossroads, torn between tradition and the urgent need for sustainability.
For Dove, the challenge was clear: how do you convince hotel leaders to abandon decades of single use plastic in favour of refillable solutions, while balancing cost, guest experience, and ethics?
At Human Digital, we approach such challenges by recognising that even in business to business marketing, the ultimate decision maker is a person seeking a practical, profitable, and purposeful solution. Our strategy first approach transformed this sustainability goal into a compelling business case.
The Challenge
The core problem was one of balance. Hotel leaders acknowledged the huge plastic waste problem but needed assurance that a sustainable pivot wouldn't sacrifice luxury or financial viability.
- The Human Digital Approach
We didn't just market a product; we mapped the entire hotel decision journey to understand where these critical concerns emerged.
- Strategic Mapping
We realised the solution needed to address specific roles, from procurement to general management, each with different concerns (cost vs. guest perception).
- The Full Funnel Design
We designed a full funnel LinkedIn campaign to systematically move leaders from awareness ("plastic is a problem") to conviction ("Dove is the profitable solution").
- Messaging That Matters
The creative was tailored to the audience, ensuring that we balanced bold, purpose driven storytelling with hard nosed ROI proof. This strategic balance proved essential in building awareness and capturing demand.
Strategy In Action
Our execution centred on delivering a piece of service content that strategically provided practical answers while simultaneously qualifying high quality leads for Dove.
- The Core Solution
At the centre of the campaign was a sustainability eBook. Delivered via LinkedIn Lead Gen Ads, this asset provided hotel leaders with a comprehensive and practical guide to making the change. This positioned Dove as an expert partner, not just a supplier.
- Continuous Optimisation
Our service commitment meant the campaign was never static. Mid flight, we executed a key optimisation: we reallocated spend to the best performing formats and sharpened targeting based on real time data. This agility ensured maximum efficiency and engagement for every dollar spent.
- Targeted Creativity
Deliverables included stage based targeting alongside sustainability first creative. This focus ensured the right person saw the right message at the right time, minimising wasted impressions and maximising impact.
This continuous optimisation, driven by data, is proof that our service work is just as important as the initial strategy. It's what ensures the strategy actually drives results.
What We Delivered
Three month LinkedIn Lead Gen campaign Role and stage based targeting strategy Sustainability (eBook) as the hero asset Single image and carousel ad formats Continuous optimisation and live performance reporting
Strategy, customer journey mapping & campaign planning End-to-end build of the Selector Tool Creative assets, including landing pages, infographics, and email nurture flows Paid B2B media planning & campaign Global coordination and delivery across EMEA, the US, and APAC Ongoing optimisation, reporting and collaborative account management
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The Impact
The campaign immediately drove impact by providing hotel executives with the tools they needed to make informed decisions.
- The Trust Metric
Beyond reaching more than 70,000 impressions with key decision makers and sustaining strong engagement, the campaign achieved its deeper goal: it built trust with hotel executives exploring real change.
- The Human Digital Difference in Practice
This campaign’s success was built on three core pillars:
•Strategy First: Always rooted in the specific customer challenges, balancing sustainability, cost, and guest experience.
• Agile Service: Continuous optimisation and flexible, global execution.
• Purpose Driven Creativity: Solutions that put people and a higher purpose at the centre.
We know that behind every B2B decision on plastic amenities is a person balancing financials and ethics. We make that choice easier by providing the clarity and proof needed to move forward.
