Dove: #LetHerGrow

Dove featured students in a powerful long-form video for the launch of #LetHerGrow to resonate with a new generation of consumers by addressing the issue of forced haircuts in Thai schools, support their rights to express themselves freely, establish Dove as a brand that aligns with their values, and create awareness of the Dove Self-Esteem Project.

Campaign details

Brand: DoveAgency: MindshareRegion: APAC

Strategy

Objective

The primary objective of Dove's #LetHerGrow campaign was to resonate with the new generation of consumers and establish Dove as a brand that aligns with their values. By addressing the pressing issue of forced haircuts in schools, the campaign aimed to empower young individuals to express their rights and freedom of living. Additionally, Dove sought to create widespread awareness of its Dove Self-Esteem Project, emphasizing its 15-year commitment to supporting the new generation and promoting positive societal change. The campaign aimed to achieve significant engagement on social...

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