Campaign details

Brand: Dove Skin Cleansing
Brand owner: Unilever Philippines
Lead agency: Mindshare Philippines
Contributing agencies: Mindshare Singapore
Country: Philippines
Industries: Skin care, sun protection
Media channels: Social media
Budget: Up to 500k

Executive summary

Dove Skin developed a first-in-class, data-driven campaign with segment identification and contextually relevant asset delivery to transform its current marketing efforts and make marketing that mattered.

The brand's challenge: to be relevant across the identified target market's passion points, ensuring efficiencies, to increase brand attribution and sales uplift in e-commerce.

Overall, the objective of this campaign was to leverage data to drive greater relevance and effectiveness to several segments, at scale, thereby increasing value for people (relevance) and business (sales).

Market background and objectives