Baby Dove: Big Steps to Success

Clarysse Estremadura, Steph King

Infant personal-care brand Baby Dove used a data-led digital campaign to grow its brand business and launch in the Philippines.

Campaign details

Brand: Baby DoveBrand owner: UnileverLead agency: Mindshare Philippines, 1DMGContributing agencies: Ogilvy, BridgesCountry: PhilippinesIndustries: Baby careMedia channels: Content marketing, Programmatic displayBudget: 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...

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