The Campaign

Dove LINE Sticker Campaign aspires to invite the target group to explore the fun with their hair whether it be coloring, perming and etc. without having to worry about the damage. This, however, is not the sole aim of this campaign, as unlike most shampoo ads, this campaign does not promote the beauty of the user's hair alone, but also something more worthwhile. That is to do something good for others. We use LINE Chat Application which is used regularly by our target to engage with them by launching a video online demonstrating the process of making the Stickers from the real hair of the model to show that no matter how damaged the hair has been, Dove can bring back that heathy hair. At the end of the video is an invitation for all to download and use this Stickers to help raise funds for Rajavithee Home for Girls.

Creative Execution

• Implementation We started with a video launched online demonstrating the making of LINE Sticker from real hair of a model to prove that despite being damaged by heat, chemicals and etc., her hair can still go back to being healthy and beautiful with the great efficiency of Dove Intense Repair. Furthermore, there is an invitation at the end of the video for all users to download this LINE Sticker set to help raise funds for the less fortunate young girls at Rajavithee Home for Girls. The results show that there were more than six million downloads over a period of only one month. • Timeline: August 2015 • Placement: LINE Chat Application • Scale: Online

Results

• Business impact – sales, donations, site traffic Dove LINE Sticker Campaign making the sales of Dove Intense Repair grow by 20% helping total Dove reached its highest market share in 5 years. • Response rate Dove LINE Sticker set has created a phenomenon with more than 6 million downloads and has been used almost 45 million times. • Change in behaviour We were able to show our target group the efficiency of Dove Intense Repair through our creative campaign and inspire them to explore the fun they could have with their hair and at the same time spark the idea of doing something good for others.

Thailand has more than 33 million LINE Chat Application users and our target also use this application regularly in their daily life. Therefore, we have taken this opportunity to reach and invite them to download and use Dove LINE Stickers which have been created from the real hair of a model which allows them to take part in donating money to Rajavithee Home for Girls. This campaign aims to demonstrate the efficiency of the product which can bring damaged hair back to its healthy condition and to inspire all women to have fun with their hair for a good cause.

Data gathering Thailand has more than 33 million LINE Chat Application users. Target Women aged over twenty-five who have concerns about damaged hair and are afraid to freely change their hair styles or colors. Approach We choose to make the campaign through LINE Chat Application whose users are our target audience. We begin by launching a video online to demonstrate that damaged hair can be revived by Dove Intense Repair. At the end of the video is an invitation for all to download this LINE Stickers to raise funds for girls at Rajavithee Home for Girls. Call to action This campaign invites the target group who know the efficiency of the product through the online video to download and use this Stickers to inspire them to start having fun with their hair in the way they want to for a great cause without being scared of their hair being damaged