Baby Dove: The #RealMomsVillage chatbot

In the Philippines, baby skincare brand Baby Dove used a chatbot as part of a data-driven strategy to grow its brand and disrupt a category dominated by a heritage brand.

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...

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