Dove: Programmatic Colors

Deodorant brand Dove increased its market share in Argentina with the help of second-party data, mobile technology and personalised ads.

Campaign details

Brand: Unilever / DoveAgency: InitiativeRegion: LATAM

Objectives

The main objective was to communicate Dove Invisible Dry antiperspirant to young women and reinforce the key attribute of it, which is taking care of the clothes' colours and leaving no white marks, in order to gain market share. Dove's aim was to increase market share by 10 points against the previous month. Also, since part of the campaign was a promotion, Dove wanted to duplicate the CTR in order to drive more users to the website so that they could participate completing a form. Market...

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