Dove: Sisterhood campaign

Dove, a personal care brand, promoted its conditioner by using influencers and sisterhood moments to educate Indonesians on the importance of using conditioner.

Campaign details

Brand: Unilever/Dove ShampooLead agency: Mindshare IndonesiaRegion: APAC

Objectives

The objective was to create brand awareness and educate women on the fact that shampoo alone doesn't give hair the nourishment it needs to rid it of frizz and fly-aways. Frizz happens because just shampooing is only 50% care. Give your hair 100% care with Dove conditioners.

From the consumer's perspective: The hair every woman wants and deserves is beautifully smooth and frizz-free. And she wants it to be simple, easy and without any added hassle to an already complex beauty routine. But, despite all...

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