Dove: Dove Hair x Google – Future-proofing first party data

Personal care brand Dove created its own audience modelling tool to leverage its first-party data in the Philippines in preparation for a cookie-less future.

Campaign details

Brand: Dove Brand owner: Unilever Philippines Lead agency: Mindshare Philippines Contributing agency: Google Philippines Market: Philippines Sector: Hair care Media channels: Search marketing Budget: Up to 500k

Executive summary

With the current reality of a shift to a cookie-less future, there was an urgent need to develop a sustainable solution for Dove, a brand heavily reliant on customised communications depending on the target audience. Dove sought the expertise of Goog