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Dove Hair
Dove Hair's Love Your Curls

RAN IN: United States

CLIENT
Unilever

Brian Kennedy, Brand Manager, Dove Hair

AGENCY
Edelman *Lead Agency

Katie Stratakis, Senior Vice President
Sarah Long, Account Supervisor
,


Mindshare

Karen Garzio, Media Director
Lauren Seigel, Media Director


VaynerMedia

Ashley Dolliver, Group Director
Katie Koenig, Account Manager


Epsilon

Phoebe Myers, Group Director


Ogilvy & Mather Paris

Lisa Mcleud, Art Director
Maureen McCabe, Copywriter


SUMMARY

Dove Hair had been facing a 10-year decline in a highly competitive, $6.2 billion U.S. haircare market, was dwarfed in media spend (4:1) compared to their primary competitor, and faced an onslaught of in-store couponing activity. We needed a powerful insight and campaign to propel us forward in the midst of these challenges. To rebuild equity and create fuel for sustainable growth, we launched Love Your Curls to unprecedented levels of success, reversing the brands' continuous decline.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Consumer Involvement/User Generated, Direct, Interactive/Online, Mobile/Tablet, PR, Print, Social Media, TV

Audience: Women

Objectives: Build brand equity

Type: Business to Consumer

Classification: Local, Regional, National

Language: English