Dove Intense Repair: Spot the Damage Difference

Dove, a personal care brand, increased awareness of its Damage Repair shampoo by creating an interactive mobile ad to highlight how the product helps nourish damaged hair.

Campaign details

Brand: Unilever/DoveLead agency: Mindshare Indonesia/AdColonyRegion: APAC

Objectives

In a fickle female shampoo market in Indonesia, Dove's objective was to create massive awareness of the Damage Repair variant to compel non-users to try the product.

Women don't consider Dove because they don't see any advantage versus offerings from other brands. They don't know nourishment is the most superior way to eliminate hair damage and this starts with a superior nourishing shampoo, not hair repair products. The upside is, this target audience are open to try new products that attract them and are always looking...

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