Dove: Light hair for a light day

Dove Demi, the shampoo brand, used hypertargeted outdoor media to put the product top of mind at key moments for its young female audience in Vietnam.

Campaign details

Brand: DoveBrand owner: UnileverLead agency: Mindshare VietnamContributing agency: Adtima VietnamMarket: VietnamIndustries: Mobile & apps, Online display, Online video, Radio & audio, Social media, Television, Word of mouth, influencersMedia channels: Hair careBudget: 3 - 5 million

Executive summary

Dove had long associated its well-established image with young, strong-willed woman in Vietnam, but found itself struggling to maintain engagement with this core audience.

The brand found a new way to communicate with young girls in an emotional but delicate way through the well-known audio ad...

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