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

• Engagement Dove Line sticker set has created a phenomenon with more than 6 million downloads and has been used almost 45 million times. • Sales Dove Sticker Line Campaign making the sales of Dove Intense Repair grow by 20% helping total dove reached its highest market share in 5 years. • Achievement against business targets Sales of Dove Intense Repair soared higher than expected, same as the number of downloads and records of usage in each sticker in the set. What’s more, our target group not only understood and believed in the efficiency of the product, but they were also given an inspiration to have great fun with different hairstyles and colours without the fear of damaged hair and more importantly to do good deeds for others just like what they did in our campaign.

• Data gathering and insights Thailand has more than 33 million LINE Chat Application users. • Target audience (consumer demographic/individuals/organisations) Women aged over twenty-five who have concerns about damaged hair and are afraid to freely change their hair styles or colors. • Relevance LINE Chat Application is the most popular chat application in Thailand and is what our target group use daily. Therefore, we select this channel to engage with our target group. • 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.