During the rise of COVID-19, the world rapidly changed and consumers adapted to new ways of living. The pandemic accelerated the need for health with equally important relevance for moisture, creating significant growth in the Hygiene category driven by germicidal soaps, with an equally important growth in the relevance of moisture.

Dove saw the perfect timing to educate their consumers of the negative effects that frequent hand washing with germicidal soaps can have: Dryness of the skin. The Dove Care & Protect product line was launched with the goal to educate consumers about the superior benefits of the brand which gives the consumers the best of both worlds; Superior care and deep cleansing by washing off 99% of bacteria and at the same time, moisturizing your skin from within. The themes of the launch were "Discover the Dove Difference" and "Wash, Care, Protect, Repeat".

The awareness of the importance of frequent washing was at an all-time high. During the pandemic, there was a spike in mobile usage in the country.

We targeted Filipinas 25-44 nationwide with a mobile interactive unit that's both interactive and educational to encourage them to scan and analyze their current skin status.

During the height of the pandemic, there was a huge spike of mobile connections between 2021-2022 with 51% of total web traffic coming from mobile. In addition to this, Filipinos sought refuge on the Internet in finding information 83.7% and researched how to do things (78.5%). Dove saw the perfect opportunity to make ordinary soap users be aware of their superior care and protect from their new product line.

The campaign targeted Filipinas 25-44 nationwide with a mobile interactive unit that's both interactive and educational to encourage them to scan and analyze their current skin status, even at the comfort of their homes.

Leveraging AI and mobile features, the ad encourages users to pause and listen to what their needs are. The user will be prompted to scan their skin, whether it be their face or arm. It will then analyze the skin's dryness through the photo taken and will then educate the consumers on the "Signs of Skin Dryness" and the possible cause of this.

Through a rich media banner, the user will first be prompted to scan their skin. After scanning and knowing the possible cause of dryness through mobile camera feature, Dove seizes the opportunity to communicate for them to switch and protect themselves with the whole Dove Care & Protect Set – from bar soap to liquid body wash. After seeing the campaign key visual, users will have a seamless journey to opt for and buy any of the Dove Care and Protect products via Inmobi's Shoppable Unit.

The brand successfully activated an in-view rate that was 2.8 times higher than industry benchmarks, and it reached nearly three million users through this specific campaign. Their success can be attributed to the ad unit in use:

• 5,809,953 Impressions Delivered with 0.6% CTR

• 33,806 Skin Analyzed with a 94% In-view Rate

• Reaching 2,705,966 unique users