Dove Deos: Dry Serum mobile campaign

Oscar Maalihan, Rhouel Rallos, Sujay Ray, Jeffrey Ng

Dove Deodorants ran an interactive mobile ad campaign in the Philippines to educate its target audience of upwardly mobile urban women about its new dry serum deodorant product and drive sales.

Campaign details

Brand: Dove DeosBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agency: Ad ColonyMarket: PhilippinesIndustries: Mobile & apps, Online video, Websites & micrositesMedia channels: Deodorants, anti-perspirantsBudget: Up to 500k

Executive summary

Dove has always been regarded as an innovator in the crowded Philippines deodorant market. It is loved by its target audience and has broad awareness.

However, it hit a roadblock when it launched a new product in a new category: deodorant serums. Disappointing results proved that Dove's marketing had gotten old. So it chose to...

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