Dove
The Challenge
In a market cluttered with many local and international players, Dove’s ambition, with its 1st ever locally developed film in Pakistan, was to gain market share by generating trial and establishing superior nourishment expertise in effectively repairing damage.
The challenge was how do we ask urban women, aged 18-35, who suffer from damaged hair to upgrade to Dove, when other generic alternatives available that promised shine, softness and the usual benefits women were used to.
The Solution
The secret lay in understanding the significance of hair in a woman’s life and how it played a role in giving them freedom of self-expression.
We were talking to young women, who want to express their personality freely and their hair was often an important part of that self-expression. Mostly relying on styling/coloring/perming etc. to feel good, they also encountered hair problems, often feeling guilty of bringing their hair to such a state. These women were constantly in a state of worry w.r.t their hair, having to make a choice between what makes their hair look good vs. damage free!
We wanted to give them the confidence to experiment and express themselves however they want to, with Dove’s intense Repair that has ¼ moisturiser and keratin actives that deeply nourished their hair – and their self-expression!
The idea was brought to life to by introducing the ‘natural dry test’ demo where we showed the difference between Dove dry hair vs regular dry hair - through TV. Here, we recruited actual university girls, no models with made-up hair - to show the difference that Dove creates for real women.Tapping into real-time weather data for DOOH, utilising sand art for storytelling, and implementing geo-targeted OOH campaigns were strategies designed to capture the digitally-savvy, urban female audience, seeking authenticity and relevance.
Results
Dove achieved an outstanding 44% brand volume growth.
'Makes consumers feel positive about the way they look' BHT parameter: 593 BPS change, with a Q3 score of 35
Brand Power Share: 9, marking a +151 BPS change.