Campaign details
Brand: Dove (Chocolate)Brand owner: MarsEntrant company: MediaCom, ShanghaiMarket: ChinaSector: ConfectioneryMedia channels: Online video, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
Dove hope to translates building fresh brand image and delivering everyday aspirational brand assets to grasp the attention of Chinese woman and make youth embrace and recognize the Dove brand spirit again.
Dove taped into the male dominated film industry and initiated a cultural movement by launch the full female crew and cloud source...