Dove: Rambutku, Mahkotaku

Dove, a personal care brand, launched a campaign in Indonesia to contribute to a yearly sales objective of 11.5%, contribute to driving salience up to 111 points, and gain 20 million views.

Campaign details

Brand: DoveAgency: OgilvyRegion: APAC

Strategy

Objective

Drive brand love to Dove by giving power to the "crown" of modern Indonesian women – their hair.

Dove believes that Real Beauty comes from being the best version of one's self – every beauty is special, unique, authentic. Thus, Dove is committed to help Indonesian women to have a more positive self-perception and be more confident in unleashing their real beauty.

While Dove shampoo has managed to gain stable national share and more people are switching into the brand, our brand power is softening as we...

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