The target audience was Malay females of age 21-50yrs, in key Malaysian regions, both smartphone and feature phone users speaking Bahasa.

From September 27 until October 6 2013 the target audience received a creative copy SMS push message with a link, directing them to view the campaign Facebook page and write their aspirational statements.

Delivery was based on the consumers’ interaction patterns for an over 2 weeks period. The pattern captured provided Dove the benefit of understanding their consumers’ social browsing behavior.

The key metric of this campaign was to measure the interaction of each age group contributing to the achievement of Dove’s 10,000 aspirational statements.

The best creative copies along with the best incentives for each specific age cluster were identified through several optimization phases.

The consumers’ viewing pattern understanding, was also based on the time-of-day consumption monitoring, giving in depth information of their Facebook page visiting habits. The viewing spike was between 2pm – 4pm.

Consumers between 23-25yrs were the most responsive audience with a CTR of 1.4%.

The 31-40yrs group was interested in viewing the campaign details on the Facebook page reaching a CTR of 0.7%.