Eurobest

Dove Dry Shampoo

INITIATIVE , Moscow / UNILEVER / 2017

Case Film
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Overview

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Credits

Overview

Background

Russia is a country of centralized supply of heat and hot water. From the combined heat and power plant hot water flows through the pipes to each house. It is a complex system with old worn out equipment, which requires annual prevention. Therefore, they cut off hot water every summer for two weeks. Every summer Russian women suffer from the lack of hot water during this period.

Dove has a solution, this is a dry shampoo, which refresh and revive hair between washes. Main objective is to increase product awareness and sales of certain brand SKU. It is not all as easy as it sounds because dry shampoo is associated with compromise decision while Russian women value true beauty primarily. That’s why our task was also to make them aware of the product in the most receptive mood – when dry shampoo usage seems to be a great decision.

Execution

Open data is the idea that some data should be freely available to everyone to use without restrictions from copyright. But according to studies of data-scientist only about 1% of open datasets are suitable for use and machine processing. We could find a dataset suitable for use.

Using mathematical algorithms we combined houses into clusters for high-precision targeted advertising. Every creative material contained the address of the nearest store. Thus, we told not only about the shampoo itself, but also told about where it can be bought.

No advertisers have previously used this cultural and household feature of Russia in promoting their products.

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