Campaign details
Brand: DoveBrand owner: MarsEntrant company: MediaCom, ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Content marketing, Online video, Social media, Television, Word of mouth, influencersBudget: 5 - 10 million
Executive summary
Dove combined-media partners power to create "Put Pleasure First" big movie as brand core content to amplify brand concept. Dove hopes to translates building fresh brand image and delivering everyday aspirational brand assets to grasp the attention of Chinese woman and make youth embrace and recognize the Dove brand spirit again.