Campaign details
Brand: Baby DoveBrand owner: UnileverLead agency: Mindshare Philippines, 1DMGContributing agencies: Ogilvy, BridgesCountry: PhilippinesIndustries: Baby careMedia channels: Content marketing, Programmatic displayBudget: 1 - 3 million
Executive summary
Baby Dove aimed to create awareness and trial for its products, targeting millennial mums looking for products that are gentle and mild for babies' skin. With the baby segment expected to grow from 8.3% in 2018 to 9.9% by 2022, Dove saw this opportunity to fill in the gap in its repertoire, and launched Baby Dove.
The...