Dove: Deo Dry Serum Mobile Campaign

Dove, a skincare brand, launched a gamified mobile campaign to promote its new dry serum deodorant – the first of its kind in the Philippines.

Campaign details

Brand: DoveAgency: AdColony Singapore Pte Ltd

Strategy

Objective

In the cluttered Philippines deodorant market, Dove stands out as a thought-leader for beauty, always being the first to advocate new products and marketing formats. In July 2019, in a bid to win market share from its top competitor, Dove launched its most compelling deodorant product yet: Dove Deo Dry Serum Intensive Renew, the first dry serum deodorant in the Philippines.

However, despite being a ground-breaking product with attractive packaging, there was a need to educate the market on the new product format as dry serum deodorants...

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