Unilever/Clear: Clear's Virtual Barbershop

Clear, an anti-dandruff shampoo brand, increased sales and brand awareness by allowing users in the Philippines to choose a dandruff-free hairstyle using a virtual-salon on their mobiles.

Campaign details

Brand: Unilever/ClearLead agency: Mindshare Philippines/AdColonyRegion: APAC

Objectives

Clear is the leading brand in the crowded anti-dandruff shampoo sector. The product benefit, while understood, did not specifically speak to the Filipino Man on an emotional level.

The business objective for Clear was to increase sales and market share by showcasing the product's capability to address the Filipino Man's concern about his personal style being ruined by dandruff. The challenge was how to find more users in a saturated space. We started by finding consumers' motivators and barriers to use a dandruff shampoo.

In a...

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