UNILEVER BUSINESS CHALLENGE

BRING HAPPINESS TO
VIETNAMESE WOMEN
Hair plays a fundamental role in how women look, feel, communicate and
think. It is an emotional crutch, a tool of attraction, a statement of intent. It
says everything about her. However, being exposed to daily sun, pollution or
styling (coloring, curving, straightening, blow-drying, etc.) does take a toll on
her hair.

8 OUT OF 10
women say that
they are suffering
hair damage

62%
women feel less
beautiful when their
hair is damaged

57% women say having blemished

hair makes them less confident
AS A COMPANY WHOSE PRODUCTS ARE BEING USED BY EVERY
VIETNAMESE HOUSEHOLD, UNILEVER IS STRONGLY COMMITTED TO
DRIVING RESPONSIBLE GROWTH AND IMPROVING VIETNAMESE LIVES.

In 2010, Unilever Global CEO Paul Polman announced the Unilever Sustainable Living Plan (USLP)
with three big goals – Improving Health & Well-being, Reducing Environmental Impact, and Enhancing
Livelihoods – to be achieved by 2020. In line with these global goals, Unilever Vietnam is committed to
supporting sustainability and providing our consumers with the products they need to look good, feel
good and get more out of life. And, Dove - No 1 ‘Damage Care’ brand in Vietnam - is proud to share the
goal of Improving Health & Well-being of Vietnamese people.

Currently, less than 50% of Vietnamese women are using hair conditioners to take care of their hair.
Majority have not realized that shampoo alone cannot provide sufficient nourishment to repair hair
damages created by exposure to pollution, sun or hair styling habits. Hair needs constant
nourishment & supplements from conditioners to be healthier and stronger. Hence, Dove is
committed to bringing happiness to Vietnamese women by delivering Superior Care to tangibly
improve their hair condition, enhancing their beauty and making them feel more confident.

Dove invites all women to realize their

Invitation
personal potential for beauty by

Promise
engaging them with product that
deliver Superior Care.

Dove takes away the damage &

bring to you a strong beautiful
hair, leaving you the freedom to do
whatever to be YOU.
mission

Belief
Dove believes that beauty should be for everyone.
Freely do whatever you want with your hair to make
you look & feel at your best.
DOVE CHALLENGE
Develop an aspirational marketing campaign
to get more consumers to use Dove hair
conditioner for a stronger & more beautiful
hair – making hair a constant source of their
confidence & happiness in life.

ANSWERS TO THIS CHALLENGE

NEEDS BE CONSIDERED:

THE IDEA (40% of total score)

What is the big idea of this campaign?
Does it have a big scale to execute across all channels
(Digital, Social Media, Print, In-store, … )?

MARKETING OBJECTIVES (15% of total score) REFERENCES

What do you expect this campaign to achieve?
Will it be engaging to get new users for Dove Hair Conditioner?
Global USLP page:
Will it be appealing to switch other brands’ Hair Conditioner to
Dove Hair Conditioner? http://www.unilever.com.vn/sustainable
-living-2014/unilever-sustainable-living
-plan
CONSUMER INSIGHTS (15% of total score)
Dove facebook fan page
What consumer insights does this campaign tap on & deliver?
https://www.facebook.com/DoveVietnam
Does it fulfill consumer desire, both functionality &
emotionality? FLL page

STRATEGIC FIT (15% of total score)

How does it fit with Dove strategy & mission? Mix
deployment
Who will be your core target consumers?
What is the key message you promise & talk to consumers?
What will be advertising, promotion strategies & tactics that
you will deploy that key message?

USLP (15% of total score)

How will your campaign to fit with Dove commitment as a
brand standing for ‘Real care for real beauty’

Note: This challenge doesn’t involve new product launch.