Dove: Bandersnatch-like programmatic ad

Dove, a personal care brand, partnered with Wootag to create an interactive hair consultation ad to show consumers in the Philippines its newest range for damaged hair.

Campaign details

Brand: DoveBrand owner: UnileverEntrant company: Mindshare Philippines, TaguigMarket: The PhilippinesSector: Hair careMedia channels: Mobile & apps, Online video, Word opf mouth, influencersBudget: Up to 500k

Executive summary

Dove Conditioner has been on a downtrend in recent years due to loss of its damage care supremacy and proliferation of cheaper brand options. With an immensely cluttered hair category and increasingly selective consumers, the brand needed to activate within the crucial moment when people are open to product information, communicate an immediate personalized message, before finally conveniently...

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