Dove: Purpose

Dove, a beauty brand owned by multinational consumer goods company Unilever, increased reach, engagement and sales in Egypt by highlighting the challenges of curly hair.

Campaign details

Brand: DoveAgency: PHD EgyptRegion: EMEA

Campaign video

Strategy

Objective

Dove had very clear objectives when it came to what is expected to be achieved through the initiative. First Dove wanted to increase its overall perception as a meaningful and purposeful brand to regain its position. Meanwhile due to the dropping sales during the past couple of years Dove wanted to regain growth by at least 10% to get the business back on track.

As for the media objective Dove knowing the budget limitations, Dove wanted to ensure to reach at least 6M women...

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