Campaign details
Brand: Cream SilkBrand owner: UnileverLead agency: MindshareContributing agencies: Twitter, JWT, Summit Media, DigitCountry: PhilippinesIndustries: Hair careMedia channels: Content marketing, Social mediaBudget: Up to 500k
Executive summary
Filipinos are obsessed with beauty pageants. With the then-reigning queen being a Filipina, and her successor to be crowned in Manila, the Miss Universe pageant was, no doubt, going to be a phenomenal event for the Philippines.
Cream Silk, a 34-year-old Filipino brand, is number one in the hair care category in the Philippines. To increase its relevance...