Dove: Dove Hair x Google – Future-proofing first party data

Personal care brand Dove created its own audience modelling tool to leverage its first-party data in the Philippines in preparation for a cookie-less future.

Campaign details

Brand: DoveBrand owner: Unilever PhilippinesLead agency: Mindshare PhilippinesContributing agency: Google PhilippinesMarket: PhilippinesSector: Hair careMedia channels: Search marketingBudget: Up to 500k

Executive summary

With the current reality of a shift to a cookie-less future, there was an urgent need to develop a sustainable solution for Dove, a brand heavily reliant on customised communications depending on the target audience. Dove sought the expertise of Google to help define, create customised goals and fully leverage its first-party data strategy. This was critical, as it would ensure...

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