Spikes Asia

Chat your way to beauty

INMOBI, Jakarta / DOVE / UNILEVER / 2018

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"Beautiful hair is a sign of good health, self-confidence, and self-love. Yet over 70% of women around the world are never satisfied with the way their hair looks and are often on the lookout for new regimen and solutions.

An in-depth view of digital landscape showed that multiple hair care brands pounced at women, offering them a variety of hair care solutions without necessarily understanding women’s needs. Brands were eager to offer a hasty solution while no one was keen to talk to a woman and address her hair needs in a one on one environment. Dove decided to take an alternate route, to engage with women around Indonesia and truly understand their hair concerns. "


Dove chose to launch a mobile first campaign, bringing a personalised digital hair assistant to the fingertips of women across the country. The brand integrated a chatbot into a simple rich media banner ad unit.

So how did the ad unit work?

Zanabia, is a young fashionable woman, scrolling through her favourite app, where she sees an ad, telling her "let's find the best products for you". Intrigued Zanabia, clicks on the ad. The assistant asks Zanabia, what is her number one hair concern, and goes on to list a variety of issues, including dandruff, hair loss, weak hair among others. After understanding her concerns, the assistant shares top tips and tricks which Zanabia could incorporate into her hair care routine. The assistant then informs Zanabia of the best Dove products for her.

That's not all, the assistant offers Zanabia the opportunity to share her experience with her friends, via Whatsapp, Twitter and Facebook. The assistant then asks her if she has any other concerns. Happy with her experience, Zanabia goes on to seamlessly purchase the right products and integrates them into her brand new hair care regime

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