BRAND BACKGROUND

Dove, a well-known personal care brand, launched the “Bộ Cánh Xinh" campaign. As the year ends, women tend to enhance their beauty for the festive season parties. Recognizing the opportunity, Dove partnered with The A List to launch the “Bộ Cánh Xinh" campaign, catering to customer needs and boosting sales right ahead of the holidays.

Dove's “Bộ Cánh Xinh" campaign cleverly uses the term "Bộ Cánh" to refer to underarm care. The campaign highlights that smooth, nourished underarm skin is as important as stunning party attire.

ROLES OF KOLS 

The campaign utilized Music Marketing initiative in the hype time of Rap. The campaign features popular rappers Pháp Kiều and 24K.Right, capitalizing on their success from Rap Viet 2023.

The campaign's highlight is the viral “Bộ Cánh Xinh" sound by 24K.Right, echoing Dove's message of encouraging women's confidence in their beauty. The A List collaborated with Dove to create a TikTok challenge for product promotion, featuring KOLs following a makeup routine from a bare face to full makeup, all while their faces are covered with Dove logo stickers.

The A List connected with top trending TikTokers to ensure TikTok challenge virality: Minh Tú, Đào Lê Phương Hoa, Trà Đặng, Trần Mỹ Uyên, Thư Đan Nguyễn…

RESULTS

- More than 167.9 million views for hashtag #bocanhxinh

- 287 participants using Dove Serum viral video trend

- Dove Serum product ranked first in the best-selling Beauty Brand category on Shopee in November 2023.