With declining share since the start of the pandemic, Dove looked for new growth by establishing new occasions for chocolate consumption. While chocolate is readily associated with relaxation and leisure times, one area we identified as high potential was during working hours. With a sensorially pleasing texture and taste, chocolate is indeed seen as a pick me up for times I feel low in many places in the world. The problem in China is that people just don't think of chocolate in this way. When they want a snack at work they crave many other foods besides chocolate, and when they are stressed at work they turn to tik tok. So we decided to turn their current workplace behavior into an experience that can literally make them feel the pleasure of chocolate without ever leaving tik tok. This campaign was groundbreaking in using modern consumer biometrics and neuroscience to prove its effectiveness.

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• 5x planned click-through rate.

• Over 7,000 comments.

• 4.9 billion impressions.

• 45% growth in O2O sales.