Dove relaunched its winning variant in the market: Dove Sakura with the stunning pink color. Dove as a brand wanted to utilize its opportunity to launch its brand purpose collaboration with another Pink social movement — the Pink Movement for Breast Cancer Awareness.
Objective
The objective of the campaign was to promote awareness of Dove's brand purpose in reminding its target audience the importance of breast cancer screenings among those with high-risk — family members of current patients.
Context
Breast cancer poses as a huge threat to Vietnamese women, contributing to 25.8 percent of cancer cases in Vietnam. Early breast cancer detection is vital, as it can bring a 98 percent survival rate. Amid this reality, the awareness of early breast cancer screening is alarmingly low among Vietnamese women, especially for current patients' family members due to breast cancer's hereditary nature.
Dove stands for and believes that the best care is the best self-care. Thus, Dove sought to take action to call for awareness of early breast screenings and provide free checkups for Vietnamese women.
Creative and Media Strategy
For Dove, the target audience for this campaign were female consumers between the ages of 25 to 40 living in urban and semi urban areas with the sophisticated need for bodywash care.
More importantly for its brand purpose campaign, Dove wanted to precisely target relatives and family members of those who are currently diagnosed with breast cancer, in reminding and encouraging them for breast cancer screening.
Dove piloted this kind of targeting in a mass scale in Ho Chi Minh in Vietnam, encouraging family members of those who have been diagnosed with breast cancer without breaking HIPAA compliance (the Health Insurance Portability and Accountability Act) on patient information confidentiality.
The strategy focused on creating a highly precision targeting approach for current patients' family members due to breast cancer's hereditary nature via hyper-geographically tracking mobile signals.
The brand wanted to accelerate the power of data-centric-driven and a fully digital-led approach to contextually targeting potential audience to drive efficiency, engagement, and a call to action.
Thus, Dove's Best Pink Care Reminder was born. With the Vietnam Breast Cancer Network (BCVN), Dove co-created an emotional short film with breast cancer winner Mai Ly in raising awareness regarding breast cancer and the importance of self-care via early screening. The film showcases Mai Ly's journey and her proud achievement in taking care of her body and herself.
In partnership with Inmobi, Dove utilized location mapping to precisely pinpoint patients in Ho Chi Minh, by geographically tracking mobile signals of 500,000 frequent visitors in top 10 breast cancer hospitals and health centers. Dove then unified the data of patients' relatives by capturing their device signals, which connect to the same IP address of Wi-Fi signals as well as blue tooth signals with the patients.
With data being captured, Dove pushed display ads about the importance of early screenings and offered free breast checkups from Dove, in partnership with BCVN. With every successful registration, one free breast cancer screening was provided for its consumers in aiding their early monitoring of their health.
The campaign successfully brought Dove's message to 1.2 million women living Ho Chi Minh, with a click-through-rate of 0.23 percent, which was five times higher than the normal market benchmark. Dove gained 153,000 social buzzes, as well as the No. 1 spot in buzz in shower gel; Dove also gained 13.5 million impressions. Brand sentiment score increased to 1.00 — the highest possible position.
The campaign uplifts saw a 45 percent market share in modern trade in March, securing its ambition as the No. 1 care shower gel and no. 2 beauty shower gel, fast-tracking to the No. 1 position.
More importantly, Dove ignited the importance of early-stage breast cancer screening for Vietnamese women with more than 2,000 free screenings provided and millions of hyper-precision personal impressions.
