Campaign details
Brand: Baby DoveBrand owner: UnileverLead agencies: Unilever Philippines, Mindshare PhilippinesContributing agency: Facebook PhilippinesMarket: PhilippinesSector: Baby careMedia channels: Content marketing, Merchandise & free gifts, Voice,chatbotsBudget: Up to 500k
Executive summary
In the Philippines, baby skincare brand Baby Dove disrupted a category that has been dominated by a heritage brand with its rigorous data-driven strategy and innovative approach, with baby players following a similar strategy, pouring most of their investment into digital and at scale.
As the category matured and young millennial mums evolved, moisture...