Dove Dry Shampoo

Dove, the global beauty brand, successfully launched its new dry shampoo product in Russia through high-precision targeting to gain high reach and involvement.

Campaign details

Brand: DoveBrand owner: UnileverLead agency: Initiative RussiaCountry: Russian FederationIndustries: Hair careMedia channels: Mobile & apps, Online display, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

In the world of Big Data, where advertisers spend millions to obtain information about their consumers, Dove found a free solution – by using open data from the web portal of the Moscow Government – to create personalised messaging.

Russia is a country with a centralised supply of heat and hot water. It is a complex system with old,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands