Dove Occasion Building Campaign

The per capita consumption of chocolate in China still has huge growth potential compared to other markets, yet the category has been stagnating. The core reason is the lack of a daily consumption occasion as consumers regard chocolate as only for special occasions like sending gifts or attending to guests. With a series of “oddly pleasurable videos” that’s scientifically proven in collaboration with a neuroscientist, Dove successfully turned the workplace into a chocolate consumption occasion, helping to melt away people’s low emotions at work and bring a daily dose of pleasure therapy for them enjoy. The campaign was highly engaging, achieving massive numbers of impressions as well as skyrocketing CTR and purchase intention, meanwhile the success in communication also translated into tangible business growth in occasion based sales channel.