Campaign details
Brand: Baby DoveBrand owner: UnileverEntrant company: Mindshare Philippines, TaguigMarket: The PhilippinesSector: Baby careMedia channels: Mobile & apps, Online display, Sales promotion, Social media, Voice, chatbotsBudget: Up to 500k
Executive summary
Baby Dove disrupted the category that has been dominated by a heritage brand with its rigorous data-driven strategy and innovative approach, with baby players following with a similar strategy, pouring most of their investment on digital and with scale.
And as the category mature and as young millennial moms evolve, moisture became a table stakes...