Campaign details
Brand: DoveAgency: Mindshare ChinaRegion: APAC
Strategy
Objective
China is a distinct and challenging market. For a global brand like Dove, purpose-driven campaigns require specific local strategies to be relevant to its audience and stand out from its competitors.
Over recent years, Chinese domestic brands have been capturing share of the market and integrating a more diverse approach to beauty into their advertising and positioning. As part of the brand's efforts to focus on the culture of beauty, Dove sought to actively drive conversation on the impacts of digital behaviours in 2022.
Dove set...