Dove: Let her grow

Beauty brand Dove ran the Let Her Grow campaign to grow sales and share, and build brand equity for its shampoo in Thailand.

Campaign details

Title: Let Her GrowBrand: DoveProduct: DoveIdea: EdelmanCountry: Thailand

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
12 months - 3 yearsAsiaWomenAdults (26-55)Middle

Why is this work relevant for Creative Effectiveness?

This campaign used creativity, insight and behavioral science to deliver business effectiveness and change a nation for the better.

In Thailand's haircare market, Dove was number 5, with declining relevance and share. We identified an issue impacting on hair and on Dove's brand mission: the strict rules in Thai schools,...

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