Campaign details

Brand: Dove
Brand owner: Unilever
Lead agency: Initiative Russia
Country: Russian Federation
Industries: Hair care
Media channels: Mobile & apps, Online display, Programmatic display, Social media
Budget: 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, worn-out equipment, which requires annual prevention measures. To this end, hot water is cut off every summer for two weeks for an annual overhaul. And, every summer, Russian women suffer from it, one of the main pain points being the inability to wash their hair.