The Campaign

It's one thing to champion real beauty. Another thing to truly mean it. Dove HairCode turned the real problem of thin hair into a real perk for those who needed the product the most. Dove ambassadors on-ground use hair scanners to determine the thinness of consumers’ hair, which then completes the promotional barcode. The thinner the hair, the greater the discount.

Creative Execution

Two weeks prior to the event, we reached out to women with thin hair on social media to head down for a free hair scan. On-ground, the event was held during the Great Singapore Sale at VivoCity, one of Singapore’s most crowded malls. Besides giving participants a hair analysis, we gave them a discount based on how much they needed the product.

Results

Dove HairCode redemption that contributed to sales was 24% above target. Additionally, 92% of the participants would recommend the product to their friends.

For the live launch event of Dove's Volume and Nourishment range in Singapore, we had to reach out directly to women who had the greatest need for the product. Trial aside, the real challenge was to achieve immediate conversion to sales at the event. A strong incentive to purchase on-ground was required. The work had a direct impact on that.

From focus group research, we found that women wanted hair products that were almost factually proven to match their hair. So, we knew we had to use personalisation to show these women that we had a product that was the right match for their hair. By offering a benefit that could only be enjoyed by those who need it most, we were able to reach out to our main target audience effectively in the most direct manner possible.