UNILEVER PHILIPPINES: SUNSILK CHEERKADA

Sunsilk Philippines, a haircare brand produced by consumer goods company Unilever, created videos surrounding three common New Years resolutions to encourage young girls in the Philippines to achieve their goals.

Agency: MINDSHARE PHILIPPINES

Objectives

The New Year always sees numerous launches in both ATL and digital, and in a highly competitive category, Sunsilk ensured a way to rise about that anticipated clutter.

Opting to start the year right, apart from trying to steal shares from the leading shampoo brand, the campaign sought to connect with young, fun, and highly social young Filipinas in a highly relevant and never-before done manner, boosting recall and consideration for the brand amidst the competitive noise.

Strategy

Being in a high-heat category such as hair care, there is a constant need for Sunsilk to...

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