Unilever: Dove My Hair, My Say

Dove launched in Myanmar in 2015, but consumers' hair needs had evolved and the brand relaunched its core range with a new formulation to win in the market. A relaunch is harder than a launch: the brand was already familiar, so an integrated communications plan had to give people a fresh reason to care about caring for their hair properly, and had to do it with an idea rather than a formula claim.

Ruder Finn Era's insight came from Myanmar's social fabric. Parental and community control is tight, and hair has rules it is expected to follow. Those who defy them are looking for true ways to express themselves and want to be accepted for who they are. Dove's global equity around real beauty gave the brand permission to speak to that.

The team launched My Hair, My Say as an empowering platform to defy common hair stereotypes and embrace hair in all its forms. Video content, livestreams and a KOL campaign carried the idea, with creators telling their own hair stories and inviting audiences to share theirs.