Campaign details
Brand: DoveBrand owner: UnileverLead agency: Mindshare VietnamContributing agency: Adtima VietnamMarket: VietnamIndustries: Mobile & apps, Online display, Online video, Radio & audio, Social media, Television, Word of mouth, influencersMedia channels: Hair careBudget: 3 - 5 million
Executive summary
Dove had long associated its well-established image with young, strong-willed woman in Vietnam, but found itself struggling to maintain engagement with this core audience.
The brand found a new way to communicate with young girls in an emotional but delicate way through the well-known audio ad...