ZEE Agency x Dove – “You Are the Spotlight Yourself”
As the lead copywriter, I led the content direction for Dove’s deodorant launch, crafting empowering narratives that invited Vietnamese women (18–35) to embrace their own spotlight—regardless of body shape.

I strategized and executed a full-funnel social activation plan including a mini-game, KOL/KOC-led engagement campaign, and a seeding strategy across online communities to spark conversations and challenge conventional beauty standards.