Background

Dove as a brand stands for real beauty by and for real women. in hair care specifically, our purpose is to make hair a positive experience of beauty, universally accessible to every single woman. The brief of the campaign was to translate this purpose and make it relevant in the Philippines hair context where long, black, straight hair has been the ONLY norm for a long time - a fact that has caused anxiety for women who do not fall in line with this singular expectation. We wanted to show that beautiful Filipina hair is whatever you choose it to be by showing women from all over the Philippines who already live with the bravery of their own hair choices. In the end, the hope is to inspire that same bravery and freedom for women to choose the hair they want and be proud to their hair, their way.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

For Filipinas, the standard of beautiful hair has traditionally been long, black and straight. This is so ingrained in the culture that anyone who dares to step out of this norm is usually ridiculed and worse, judged. Because of this, women go to great lengths to keep within the beauty standard – straightening or rebonding their hair, shying away from edgier hairstyles, and generally reluctant to color their hair in standout colors. That is why it was crucial for us to showcase hair diversity through women who are proud of the hair choices they have made to reflect their identity. Not only do we show that women are bravely making hair choices already; we prove that these women are all over the Philippines already through meticulous casting that helped bring together a diversified, truly inclusive group in the hair they have, the dialects they speak, and the provinces they represent.

Describe the creative idea

This campaign set out to redefine Filipina hair beauty in the Philippines. Focused on proving that long, black, straight hair is not the only standard of beautiful hair, we set out to find real women from across the country with diversified, beautiful hair to tell their stories. 100% real and unfiltered, the women detail the struggles they faced in making their brave hair choices while ultimately celebrating how proud they are of having their hair reflect their true selves. Throughout the film, the women speak in their own native dialects representing their distinct provinces – a first for a nationally-televised campaign in the Philippines. Along with un-stereotyping what beautiful hair means in the country, we wanted to show that this fresh, inclusive view of Filipina hair beauty truly can be found everywhere

Describe the strategy

The bullseye target for the campaign are those who are interested in trying out new hairstyles, including those that may have not necessarily made the leap. The intent was to inspire them to go and be free to try whatever they've always wanted to do to their hair by showing stories of women who have already done it and feel as proud, liberated, and carefree as they do. The creative campaign was crafted with intention to land longevity on social media buzz, landing in omni-channel play (digital & traditional) via both long form 60s, and short form 30s + 15s within Philippines. Thereafter, a music video collaboration with local pop artiste (KZ Tandingan) featuring a self-composed song "My Hair My Say" was released on 12 June 2020 to further extend the outreach of the campaign via YT, Spotify, Apple Music and radio broadcast.

Describe the execution

The campaign launched on 22nd Jan 2020 with a 60s film on My Hair My Say, creating buzz around social media (Twitter, Facebook, Youtube) with the main hashtag #myhairmysay. The campaign continued throughout the year with a follow up on cut-downs of the 30s and 15s short films highlighting individual stories of the women. On Independence Day (12 June), Dove also extended its MYMS campaign reach by collaborating with local artiste - critically acclaimed singer/ rapper - KZ Tandingan. Known to be very experimental and edgy, breaking conventions and stereotypes (in both her music and hairstyles), she created a music video for the My Hair My Say campaign - an anthem to inspire women to freely express themselves through their hair; to be free to be your own beautiful with Dove.

Describe the results / impact

My Hair My Say (Lead TVC Campaign) 1) 8.1mil view on YT & impressions made 2) +13% Best In-Class Ad Recall 2) +13% Best In-Class Consideration Lift My Hair My Say x KZ Tandingan Collab MV (Music Marketing Campaign Extension) 1) 1.6mil views on YT & impressions made 2) 10,000 sound listens (2x VS Benchmark) 2) +48% View-thru (1.5x VS Benchmark) 3) +9% FB Ad Recall