Unilever/Dove: Helping girls love their hair deep down to the "Cell-Fie"

This case study describes how Unilever's beauty brand Dove used the power of the selfie in Vietnam to reassert its dominant position and grow market share in a mature and cluttered category.

Unilever/Dove: Helping girls love their hair deep down to the "Cell-Fie"

Campaign details

Advertiser: DoveAgency: MindshareCategory: Cross Media Integration , Cross Mobile Integration Region: APAC

Strategy

In 2013 Dove Vietnam; (formally the number 1 brand in 'care and damage repair),' had lost its leading position and market share to Pantene. So when they developed a new product innovation that repaired damaged hair at a cellular level; we saw an opportunity turn things around.1

We knew that talking about the science of cellular repair was not going to cut through the noise of...

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