Dove: Be Free, Always

Jamie Wang, Ha Mai Thu, Ha Tran

Dove increased sales of its bio-nourishing shampoo range in Vietnam with a campaign focused on unleashing a woman's bold and self-assured spirit.

Campaign details

Brand: DoveBrand owner: UnileverAgencies: Mindshare Vietnam, T&A OgilvyCountry: VietnamIndustries: Hair careMedia channels: Online video, Programmatic display, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Dove launched a campaign focused on the bold and self-assured spirit that emerges during special moments in a woman's life, incorporating user-generated content on the campaign's social media platforms to help build an authentic, trustworthy voice and deep connection with consumers.

Market background and context

In many ways, regressive stereotypes are a thing of the past in...

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