Dove Hair: Dove Love Your Curls Emoji

This case study describes how Dove Hair, a haircare brand, turned around the Dove Hair business after 10 years of continuous decline with the help of an emoji campaign.

Dove Hair: Dove Love Your Curls Emoji

Campaign details

Brand: Unilever/ Dove HairAgency: MindshareCategory: Cross Media / Cross Mobile IntegrationRegion: NA

Objective

Dove Hair launched in 2003 and had not moved the needle on brand awareness in 10 years, in tandem with disappointing business performance. There was no real personality to Dove Hair and body wash misattribution was rampant. However in 2015, Dove Hair had the opportunity to change this trajectory with the launch of Quench Absolute, a new product line specifically designed to nourish curly hair, a very relevant and timely topic...

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