Unilever Vietnam: Dove hair love

This case study describes how Unilever Vietnam cut through the noise of the competitive hair care market to take the consumer on a journey from awareness to engagement to advocacy, enabling its Dove brand to achieve its highest market share growth ever.

Unilever Vietnam: Dove hair love

Company: OgilvyOne Worldwide VietnamCountry: VietnamCategory: Brand Building/Awareness

The Summary Statement

Helping girls love their hair deep down to the "Cell-Fie"

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.*

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

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