Campaign details
Brand: DoveBrand owner: UnileverAgency: PHD Hong KongMarket: Hong KongIndustries: Toiletries, generalMedia channels: Online video, Outdoor, out-of-home, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Unrealistic beauty standards negatively impact the women of Hong Kong – 63% are not satisfied with their physical appearance.
While Dove had been globally successful with its Real Beauty brand platform, it had fallen flat in Hong Kong where individualistic expression is at odds with its collectivist roots. Dove needed authentic local context to build preference and gain...