Baby Dove: #RealMomsVillage chatbot

Clarysse Estremadura

Baby Dove, the baby personal care brand, invested heavily on data collection through its chatbot in the Philippines.

Campaign details

Brand: Baby DoveBrand owner: Unilever PhilippinesLead agency: Mindshare PhilippinesContributing agency: Facebook PhilippinesCountry: PhilippinesIndustries: Baby careMedia channels: Competitions & contests, Content marketing, Merchandise & free gifts, 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 a similar strategy, pouring most of their investment on digital and with scale.

And as the category matures and as young millennial moms evolve,...

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