UNILEVER PHILIPPINES: #WearTheCrown with Cream Silk

Cream Silk, a hair care brand, strengthened its association with the Miss Universe pageant, despite not being a sponsor, with a real-time Twitter campaign in the Philippines.

Agency: MINDSHARE PHILIPPINES

Objectives

The goal was to own social media conversations about Miss Universe on Twitter. The following KPIs were set:

  1. Share of Voice - to own conversations about the event, Cream Silk needs to be the brand with the highest share of voice vs. other brands during the campaign duration. This would be extremely challenging as Cream Silk was not an official sponsor of the event, and would need to compete with multiple brands across product categories.
  2. Brand Mentions - the team set a benchmark of 40,000 mentions, as Cream Silk wanted to be the brand that...

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