Dove, like many brands in the FMCG category, was seeking an innovative and engaging way to reach out to and talk to their users.
Mobile offered this opportunity, both through it’s immediacy and contextual nature. Dove Go Play was developed as a platform to provide a quick and easy way for users to participate and engage with the brand.
The insight for the platform was appreciating every girl’s love to take selfies and share with friends via SNS. Dove Go Play uses this as the fundamental for consumer engagement; in turn providing the motivation for users to experiment with new styles, coupled with relevant hair care tips.
Additional incentivisation and amplification was provided with peer voting to judge the best style of the day, with an overall winner being featured in China’s leading fashion magazine.
Launched across China in Oct 2014