Dove Shampoo: Dove Dare

Haircare brand Dove Hair reignited brand love in the Philippines through a campaign using programmatic and social media.

Campaign details

Brand: Dove ShampooBrand owner: UnileverLead agency: Mindshare Philippines, 1DMGCountry: PhilippinesIndustries: Hair careMedia channels: Mobile & apps, Sales promotion, Websites & micrositesBudget: Up to 500k

Executive summary

Dove Hair is one of the biggest shampoo brands in the Philippines, and has been number one in the damage care segment since its launch in 2012. However, the brand has recently been hit by a slowdown in performance, and ended 2017 with flat growth.

In 2018, Dove decided to go for its first-ever relaunch. To reinvent the way it communicated...

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