Dove: Winning in China

The Warc Prize for Asian Strategy is Asia’s first competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The Prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15%); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Unilever China
Agency: Ogilvy & Mather Shanghai
Brand: Dove
Campaign duration: September 2010 - March 2011
Country: China
Media budget (USD): 5 - 10 million
Channels used: Branded content, Events, Games/competitions, In-store, Internet display, Internet microsites, Internet search, Magazines (consumers), Online video, Out of home (all forms), Public relations, Social media, Television (broadcast), Television (local), Word of mouth

EXECUTIVE SUMMARY