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Dove
Dove Hair

RAN IN: North America

CLIENT
Unilever

Brian Kennedy, Senior Brand Manager, Dove Hair
Pragati Ruia, Senior Brand Manager, Dove Hair
Leandro Barreto, Senior Global Brand Development Director Dove Hair
Robert Candelino, General Manager/VP Marketing - Haircare

AGENCY
Ogilvy & Mather Paris *Lead Agency

France De Saint Stéban, Art Director
Jeremy Claud, Copywriter
Rui Ferreira, Global Strategic Planner
Laure Borot, Senior Global Strategic Planner,


Mindshare *Lead Agency

Karen Garzio, Managing Director


Edelman

Katie Stratakis, Senior Vice President


VaynerMedia


SUMMARY

After years of struggling to gain credibility in hair, Dove needed to win with a demanding audience: women with curls. But we couldn't just claim to be curly hair experts. We had to connect by doing what Dove does best: challenging the beauty standard. So we corrected a long-standing injustice by creating the first ever curly-haired emojis. With this one small but powerful activation, we were shockingly able to turn around nine years of declines for Dove Hair and grow the brand by 10%.

CASE VIDEO


Hero Medium: MOBILE/TABLET

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Display Ads (Interactive/Online);MOBILE/TABLET;App;Display Ad (Mobile/Tablet);In-App or In-Game Ad;PRINT;Magazine - Print;SOCIAL MEDIA;TV;Branded Content (TV)

Audience: Women

Objectives: Market share - increase

Type: Business to Consumer

Classification: National

Language: English