Challenge

Dove aimed to increase brand and product penetration among hijabi Malays, who comprise 69% of Malaysia’s population. With a key competitor experiencing a decline, and its Micellar Hair Fall range significantly contributes to the brand’s growth, creating an opportunity for Dove.

We set specific objectives as follows:

  • To increase brand penetration among Malay women by at least 1% and product penetration (Micellar Hair Fall range) by 1%, to drive sales uplift.
  • Build campaign awareness by 40% reach for our target audience.

Solution

Dove identified that typical shampoo ads do not reflect the real struggles of hijabi women. Therefore, we aimed to present a more authentic narrative, encouraging women to share their experiences.

The big idea “Cerita Sebenar” (Real Story) involved influencer Nani Roc, known as “Sis Dove”, to facilitate conversations around the real struggles, emphasising that beauty comes from authenticity, not perfection, while subtly introducing Dove Micellar Shampoo as a solution.

The campaign was implemented in phases:

1. Awareness: Debunk Hijabi Hair Care Myths

  • 30-sec video capsules debunked common hijab hair care myths.

2. Engagement: Uncovering Real Stories with Sis Dove

  • Social media discussions led by Sis Dove and influencers shared personal stories.

3. Activation: On-Ground Beauty Workshop

  • A safe space to openly share hair care struggles and concerns- we gathered KOLs and hijabis to discuss ‘Cerita Sebenar‘, fostering a sense of community and engagement.

Results

The campaign succeeded in exceeding all targets for Dove, demonstrating clear evidence of its effectiveness and addressing the marketing challenges faced.

Brand Impact:

  • Product penetration increased +2.3% vs pre-campaign period
  • Malay penetration grew by +1% vs. pre-campaign period
  • Market share improved by 70bps (before 15.4 vs 16.1 post launch)
  • Achieved highest market share at 17% in 2023, beating our closest competitor.
  • Dove Micellar hair care range grew by 0.8% (RM3.8M) from 2022- 2023.

On digital, the total campaign achieved 4,567,941 reach, 4,592,961 impressions, 889,321 digital views, 28,277 engagements. We also achieved 40% reach within the target audience (as per our goal).