Brand: Baby Dove
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: Ogilvy, 1dmg, Bridges
Industries: Baby care
Media channels: Programmatic display, Search marketing, Social media
Budget: 1 - 3 million
With the baby segment expected to grow from 8.3% in 2018 to 9.9% by 2022, Dove saw this opportunity to fill in the gap in its repertoire and launched Baby Dove.
Targeting millennial mums who are looking for products for their babies, Baby Dove aimed to create awareness and trial for its products. However, the brand recognised that the mum segment has various stages – expectant mums, mums with a newborn, mums with kids around three years old. The launch revolved around the idea of mums in these stages, making each step of the campaign and every creative material relatable to it.