Case Study: How Dove used AI-moderated research to strengthen its 2026 Super Bowl campaign
By QualifyAI
- case study
- AI Moderated Interviews
- AI
- Qualitative Research
- Online Qualitative
- Qualitative Data Analysis
- Advertising Testing
- Creative Testing
Dove’s 2026 Super Bowl campaign, The Game Is Ours, was built around a clear message: many girls leave sport because of body image concerns. The creative needed to communicate that connection, not simply generate a positive emotional response. In the high-profile Super Bowl environment, there was a risk that viewers would remember the themes of sport and confidence without understanding the link between body confidence and participation.
Firefish used QualifyAI to test message comprehension alongside emotional response among 300 US adults aged 18 to 50 who regularly watched the Super Bowl. Participants were placed in a realistic Super Bowl viewing mindset and shown one of two creative executions. They then completed individual AI-moderated voice interviews. This gave Dove the speed and scale needed to make a live creative decision, while Firefish analysed the difference between emotional engagement and accurate message takeout.
The research found that 71% of participants responded positively, but many did not clearly articulate the link between body confidence concerns and girls leaving sport. Firefish recommended making the explanatory content more prominent, simplifying the narrative and sharpening the connection between body confidence and participation. After the campaign aired, Dove achieved the highest Buzz increase of any advertiser in YouGov’s post-Super Bowl analysis, rising 8.9 points. It also ranked second among women aged 18+, with an Advertiser Impact Score of 40.6.
“QualifyAI gave us the confidence of a large-scale read, while Firefish’s analytical rigour uncovered the precise creative edits needed to maximise impact.” — Anne-Claire Pierron, Global CMI Masterbrand, Unilever
