Campaign details

Brand: Unilever / Dove
Lead Agency: Mindshare Indonesia
Region: Indonesia

Strategy

Objective

Beautiful hair is sign of good health, self-confidence and self-love. Yet over 70% of women around the world are never satisfied with the way their hair looks and are often on the lookout for new regimen and solutions.

An in-depth view of digital landscape showed that multiple hair care brands pounced at women, offering them a variety of hair care solutions without necessarily understanding women's needs. Brands were eager to offer a hasty solution while no one was keen to talk to a woman and address her hair needs in a one on one environment. Dove decided to take an alternate route, to engage with women around Indonesia and truly understand their hair concerns.

Target Audience

The target audience for this campaign were Indonesian women who are aged between 25 – 35 years.