Dove

The Context

A product that revolutionized hair repair

Dove introduced Bond Intense Repair, a new 4-step treatment line designed to repair damaged hair. The star of the campaign was its innovative biphasic serum—visually appealing and delivering immediate results—making it perfect to trend on TikTok.

Leveraging TikTok's strong haircare community, Dove set out to make the biphasic oil the new must-have on the platform. The key: a strategy combining organic content, relevant creators, and high-impact formats.

The Objective

Stand out and go viral

Dove aimed to position Bond Intense Repair as the go-to biphasic serum. The goal was clear: to make the product go viral through genuine content and by sparking conversations within TikTok’s beauty community. It was essential to make users want to try the product and share their experiences, triggering a domino effect of user-generated content (UGC) that would organically amplify reach.

The Solution

A mix of creators and formats that broke TikTok

Dove successfully established Bond Intense Repair as a hair repair reference through an innovative TikTok strategy that blended high-impact ad formats with authentic creator content.

The campaign tapped into creators who were relevant to the beauty and haircare community, encouraging them to showcase real results and create buzz around the biphasic serum. This combination of storytelling, visual appeal, and creator credibility helped build trust and curiosity across the platform.

By leveraging TikTok’s native content style and trends, Dove ensured the product felt organic to the feed, while high-impact formats boosted reach and visibility.

The Results

Viral success and brand impact

The campaign reached 120 million total views on TikTok and 10 million unique users, effectively impacting over 60% of the target audience.

According to the Brand Lift Study, the campaign delivered 7.7% ad recall and 8.5% awareness, demonstrating strong message retention and brand recognition.

TikTok became the leading discovery channel for the product, sparking a spike in demand that led to stockouts across all points of sale.

The impact went beyond advertising: Bond Intense Repair became a cultural phenomenon within TikTok’s beauty community. The hashtag #PeloDañado (#DamagedHair) went viral, inspiring thousands of users to post their transformations and testimonials.

In just two months, the product became a top performer in its category, proving that TikTok drives not only engagement—but also real business results and long-term brand equity.