Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Dove
Dove Relaunch in a Cash-strapped Market

RAN IN: Pakistan

CLIENT
Unilever Pakistan Limited

Adil Hussain, Marketing Director (Hair care)
Zoha Manzar, Assistant Brand Manager
Humza Mahfooz, Brand Manager
Sundus Altaf, Assistant Brand Manager

AGENCY
Team Reactivate *Lead Agency

Fakhra Moten, Strategy & Planning Manager
Maheen Saeed, Creative Manager
Ramiza Mehkri, Category Lead


Ogilvy Pakistan *Lead Agency

Farhan Faisal, Associate Account Director
Sadia Qutubuddin, Sr. Executive Creative Director


Mindshare Pakistan



SUMMARY

Arresting a declining market share and brand power through a relaunch on Dove to drive relatablility and relevance for the brand backed by a superior product formulation, a strong claim emphasizing "Repairs Damage from 1st Wash" and localizing the television advertisement to appeal to Pakistani women hammering damage repair credentials. In parallel, activating all consumer touchpoints, dialing up on digital, in-store and mall activations, influencer marketing and sampling. Showcasing damage repair through innovative OOH and DOOH campaigns leading to sales and volume growth, significantly improving brand health scores and differentiation.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Influencers,Digital Mktg. – Location based,Digital Mktg. – Mobile,Digital Mktg. – Programmatic Display Ads,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,Events,Interactive / Website / Apps,OOH – Billboards,OOH – Other Outdoor,Packaging & Product Design,Retail Experience: In Store,Sampling/Trial,Influencer / Key Opinion Leader,TV

Language: English