Dove: Winning in China
Principal authors: Tim Broadbent, Anthony Wong and Geoffrey Ogay, Ogilvy & Mather ShanghaiContributing authors: Lizzy Chen, Gilberto Pires, Judy Zu, and Shannon Ye, Unilever China Limited; Kate Yung, Ogilvy & Mather Shanghai
INTRODUCTION
This case shows how Dove transformed from a small, declining player in a large market into a leading shower gel brand.
Dove got under the skin of Chinese women insights, produced a campaign that went against the grain of communications norms, to propel market share from 2.1% to 8.8% in 16 months. For the first time in Chinese history,...