Campaign details

Brand: Baby Dove
Brand owner: Unilever
Lead agency: Mindshare Philippines, 1DMG
Contributing agencies: Ogilvy, Bridges
Country: Philippines
Industries: Baby care
Media channels: Content marketing, Programmatic display
Budget: 1 - 3 million

Executive summary

Baby Dove aimed to create awareness and trial for its products, targeting millennial mums looking for products that are gentle and mild for babies' skin. With the baby segment expected to grow from 8.3% in 2018 to 9.9% by 2022, Dove saw this opportunity to fill in the gap in its repertoire, and launched Baby Dove.

The brand recognised that the mum segment has varied stages – expectant mums, mums with a newborn, mums with kids around three years old... The launch revolved around the idea of mums, making each step of the campaign and every creative material relatable.