Dove winning in China (2012)
Campaign: Dove winning in China
Client: Unilever China
Entrant: Ogilvy & Mather Shanghai
Principal Authors: Tim Broadbent - Ogilvy & Mather Shanghai, Anthony Wong - Ogilvy & Mather Shanghai, Geoffrey Ogay - Ogilvy & Mather Shanghai
Contributing Authors: Lizzy Chen - Unilever China, Gilberto Pires - Unilever China, Judy Zu - Unilever China, Shannon Ye - Unilever China, Kate Yung - Ogilvy & Mather Shanghai
Credited Companies: PHD China - Media Agency, Ogilvy One Advertising - Digital Agency, Unilever China - Client
This case shows how Dove transformed from a small, declining player in a large market into a leading shower gel brand. Dove got under the skin of Chinese women to produce a campaign that went against the grain of communications norms. Through the proposition that Dove’s new shower gel nourished skin better than bathing in milk, it repositioned the brand for women who wanted ‘healthy, wholesome protection’ for their beauty. The campaign propelled market share from 2.1% to 8.8% in 16 months, delivering incremental sales of £25.5 million and a ROMI of 1:1.5.
An impressive campaign that saw a declining player in a highly fragmented market rise to a leading brand. Dove adopted a very interesting strategic solution that was rooted in a real understanding of the needs of Chinese women.