Why is this work relevant for Brand Experience & Activation ?

▪ CVD (Chinese valentine’s day) is becoming more and more popular and valued among young people. However, according to the survey, chocolate is not the first choice for CVD gifts. So our challenge is to create more opportunities to associate dove chocolate, a gift with a sweet texture, with CVD, so that it can become the favorite chocolate brand for young couples in China and the best choice for Chinese men.

Background

▪ Chinese Valentine's Day is widely celebrated in China. Apart from trawling through the internet for innovative and romantic gift ideas, men also have to come up with original romantic quotes to win the girl of their dreams or to wow existing partners. Chinese men may not be overly romantic or expressive, but they would like to learn more about the art of romancing their love ones! ▪ We identified this as a pivotal opportunity for Dove chocolates to play an important role in being the ambassador of love other than providing the perfect gift for lovers. The campaign’s objective is to dial up the association of romance with Dove and facilitate a silky-smooth Chinese Valentine’s Day with Dove! ▪ Make dove chocolate with the sweet element of the best gift for young people on valentine's day

Describe the creative idea (20% of vote)

▪ For the first time ever, Dove collaborated with Xiaomi’s A.I. Smart Speaker to teach men to express love. The regular A.I. function used across various tech products, from Xiaomi’s mobile phones to Smart Speaker usually used to broadcast music and share knowledge is transformed into the ultimate dating coach for the first time! Chinese men can inquire with Xiao Ai, Dove’s dating doctor from Xiaomi, on how to whisper sweet nothings and find the perfect gift for their love potential. ▪ We also embarked on a few other media firsts with Xiaomi: for the first time, Xiaomi co-produced a TVC with Dove and even sold Dove chocolates in their stores which is a completely unique and innovative new retail channel for Dove! In only a few days’ time, Dove helped over 210 million Chinese men express their romantic feelings.

Describe the strategy (20% of vote)

• Dove gifting partnered with the leading technology brand Xiaomi and leverage its AI technology to inspire the Chinese young man to express their love with the sweetest Dove chocolate and the romantic quotes offered by Xiaomi AI analysis on all the romantic quotes on the internet and in all classic love movies. Not only delivers fulfilling pleasure in every bite, but it also symbolized a commitment to pleasure. Dove fulfils both the needs of the giver and receiver. • We leveraged Xiaomi’s huge male TA base with their top news media platform to deliver Dove’s CVD story “how to express love in a romantic way” and Leveraged their AI technology to remind & prompt consumers to be more romantic. Moreover, we explored Xiaomi online & offline sales channel and limited packaging to drive sales.

Describe the execution (30% of vote)

▪ In collaboration with Xiaomi’s AI tech, we created the first ultimate on-the-go dating coach for men! Using their Smart Speaker tech, men could ask for dating tips & advice throughout their multiple device Xiaomi journey. Chinese men can ask Xiao Ai, Dove’s dating doctor from Xiaomi, on how to whisper sweet things and find the perfect gift for their love potential. When the code is given to Xiao AI (Teach me some Dove love lines), Xiao AI will deliver an array of romantic date ideas, quotes and promote our Dove Miss Rose Chocolate as the best gift idea for their partner. To top it off, Dove and Xiaomi collaborated for the first time and produced Dove romantic tech gift packages, incorporating either a Dove Rose branded Smart Speaker or mobile phone along with a box of Dove Miss Rose chocolates.

List the results (30% of vote)

• We ranked as the #1 Chocolate brand over the CVD campaign period. • Among all social buzz, 98% positive feedback (over 85% mention dove). With xiaomi Co-create content engagement +35% vs brand original. And Xiaomi Ai as an emerging trend successfully encourage consumers’ engagement, over 1.4mil users interacted with the campaign H5. • This strategic exclusive ALL-IN media first model and media partnership with Xiaomi resonated well with Chinese men ! Over 4.4 billion exposure to our campaign, and over 60% interacted with the campaign H5，which is at an all-time high! • After campaign, dove Gifting sales (+17.2%, +0.4pts) achieved double digit growth and gained share, with high contribution from Heart match & red bean (+0.7pts) and Miss Rose chocolate (+0.6pts). • Total campaign IMP:4.028 Bil • Community topic participation: nearly 100,00 people followed. • AI H5 interaction consumer: 3,24mil • 3000+Limited co-package gift box sold out within 3days.