MY GUIMI

TitleMY GUIMI
BrandUNILEVER
Product / ServiceDOVE BODY WASH
CategoryB01. Use of Digital in a Promotional Campaign
EntrantPHD Shanghai, CHINA
Advertising Agency OGILVY & MATHER SHANGHAI, CHINA
Entrant Company PHD Shanghai, CHINA

Credits

Name Company Position
Cecilia Luo PHD MEDIA Group Business Director

Brief Explanation

Dove Guimi II campaign consists of a series of micro movies, produced by award winning Taiwanese director, Shen Ko-Shang. It drives into the emotional and sentimental definition of “nourishment” between two friends, a sisterly bond. When physically apart from each other, it is this emotional bond and communication that strengthens and nourishes the friendship. Share the best to nourish, for the mind, body and soul. From the video, Dove also extended the online video campaign to an offline promotion with Jing Dong, inviting viewers to purchase customized Dove gift sets, and give it to their best friend.

The Brief

China's single child policy has placed even higher importance on relationship between best friends and for our female target their female friendships become more of a sisterly bond vs BFFs. It is important for them to learn new things continuously together, to strive for a better quality of living and continue to develop and strengthen existing friendships and relationships especially through social media. To reinforce Dove's positioning of care and skin nourishment, we tapped into our audience's sisterly bonds with their best friends using mobile social media and content to enhance the emotional bond between friends.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results Dove's Guimi content driven activation helped drive key brand awareness and equity measures delivering an ROI of 821%. It inspired women to feel more positive about themselves and generated over 114 million video views. Selling a total of 7000 gift sets sold on Jingdong and increasing Dove's WeChat followers by 53%.

Explain why the method of promotion was most relevant to the product or service

Dove Guimi II campaign consists of a series of micro movies, produced by award winning Taiwanese director, Shen Ko-Shang. It drives into the emotional and sentimental definition of “nourishment” between two friends sisterly bond. When physically apart from each other, it is this emotional bond and communication that strengthens and nourishes the friendship. Share the best to nourish, for the mind, body and soul. From the video, Dove also extended the online video campaign to an offline promotion with Jing Dong, inviting viewers to purchase customized Dove gift sets, and give it to their best friend. Within the gift set, greetings and WeChat conversations were printed and stuffed within the packing as a surprise to the receiver. This compliments and extends the Dove Guimi II campaign to “Share the best to nourish”, emotionally appealing to the mind, body and soul.