Campaign details
Brand: Baby DoveBrand owner: UnileverLead agency: MindshareContributing agencies: Ogilvy, 1dmg, BridgesCountry: PhilippinesIndustries: Baby careMedia channels: Programmatic display, Search marketing, Social mediaBudget: 1 - 3 million
Executive summary
With the baby segment expected to grow from 8.3% in 2018 to 9.9% by 2022, Dove saw this opportunity to fill in the gap in its repertoire and launched Baby Dove.
Targeting millennial mums who are looking for products for their babies, Baby Dove aimed to create awareness and trial for its products. However, the brand...