Unilever's Dove Hair brand learned from its early efforts in mobile marketing that rich media can produce exceptional consumer engagement, writes Susanne Arfelt Rajamand, head of marketing for Unilever in Singapore. Share buttons for social networks could have added to that success. But "overall, we were extremely satisfied with the result and how a simple insight of women's issue with hair fall enabled us to create a strong, engaging experience to our consumers," Arfelt Rajamand writes.

Related Summaries