Dove Valentine Campaign

1. #DoveHappyEnding

2. Valentine’s Day is the peak selling time every year for
chocolate. In Indonesia, Dove Chocolate faces plenty
of competition from other brands that are also
advertising heavily during this time.

3. How can Dove, a chocolate brand targeted mainly
to young women, own a special place in women’s
hearts in the weeks leading up to Valentine’s Day?

4. We wanted to speak to women using the theme
that resonated with them the most during this
particular period: the theme of romance.

5. Young women love romantic stories,
especially those with happy endings.

6. Not only did they like reading these stories,
they also loved dreaming up their own.

7. To celebrate Valentine’s Day, we created an exciting
activity for our consumers on social media…

8. A romantic story in 15 parts,
posted every day on Instagram for
two weeks before February 14th.
#DoveHappyEnding

9. The story consisted of
15 illustrated parts
followed by segments of
the story written in each
of the captions.

10. In every segment, we would end the part with a
cliffhanger, and challenge readers to answer in the
comments what they think would happen next.
Commenters who got closest to the real story
continuation would win daily prizes.

11. Thoughout the story,
we also smoothly inserted
Dove Chocolate in the scenes
and gave it a central role in
building a happy ending for
the characters.

12. Leading up to Valentine’s Day, the campaign
received an overwhelmingly positive response…

13. Approaching Valentine’s Day, we saw overwhelmingly positive
results from the campaign…
#DoveHappyEnding
Over 1,900story
submissions
Over 3,200new
Instagram followers
An average of 18%
engagement rate

14. With the success of Dove Chocolate’s
Valentine’s Day campaign, it’s true indeed that
every love story deserves a happy ending!