Campaign details
Brand: DoveBrand owner: UnileverAgencies: PHD Hong Kong, Secret Tour Hong KongMarket: Hong KongIndustries: Skin care, sun protectionMedia channels: Online video, Outdoor, out-of-home, Social mediaBudget: Up to 500k
Executive summary
Unrealistic beauty standards were negatively impacting the women of Hong Kong – 63% were not satisfied with their physical appearance.
While Dove had been globally successful with its Real Beauty brand platform, it had fallen flat in Hong Kong where individualistic expression was at odds with its collectivist roots. Dove needed authentic local context to build...