Dove Skin Cleansing: Content innovation via precision marketing

Lorena Leonen

Dove Skin developed a data-driven campaign to transform its marketing efforts, increase relevance among consumers and drive sales in the Philippines.

Campaign details

Brand: Dove Skin CleansingBrand owner: Unilever PhilippinesLead agency: Mindshare PhilippinesContributing agencies: Mindshare SingaporeCountry: PhilippinesIndustries: Skin care, sun protectionMedia channels: Social mediaBudget: Up to 500k

Executive summary

Dove Skin developed a first-in-class, data-driven campaign with segment identification and contextually relevant asset delivery to transform its current marketing efforts and make marketing that mattered.

The brand's challenge: to be relevant across the identified target market's passion points, ensuring efficiencies, to increase brand attribution and sales uplift in e-commerce.

Overall, the objective of this campaign was...

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