Dove "Silky Smooth" ASMR
Campaign details
Brand owner: Mars ChinaLead agency: BBDO and Proximity ChinaBrand: DoveCountry: ChinaIndustry ConfectioneryMedia: Online video, Social mediaBudget: 1 - 3 million
Executive summary
Dove is the numer-one selling chocolate brand in China. However, after decades of leadership, the brand's growth was grinding to a halt, its consumers shifting away to more exciting propositions.
This case is the story about how Dove managed to revive interest for its "silky smooth" chocolate, providing a new experience of the product's pleasure, directly through brand content....