Dove: 100 girls, 100 kinds of beauty

Health and beauty products brand Dove created the 100 Girls Journey Home campaign to drive mass reach and awareness, grow sales and generate positive conversations in China.

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...

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