CLEAR: Multi-channel campaign inspires gen-z Indonesians to clear their heads of stress

CLEAR, an anti-dandruff shampoo brand, addressed a decline amongst Gen Z with a data acquisition and retargeting campaign in Indonesia.

Campaign details

Brand: Unilever IndonesiaAgency: Mindshare IndonesiaRegion: APAC

Strategy

Objective

CLEAR, the anti-dandruff shampoo brand, is facing a tough challenge. Despite its long tenure in the market, the brand was losing relevance in the lives of its target consumers, especially among the younger Gen-Z. Clearly — pun intended — securing the number one spot in a highly competitive category doesn't come without its fair share of stress.

Turning its pain point into a source of inspiration, CLEAR launched a nationwide campaign that focused on knocking off stress—incidentally one of the leading causes of dandruff—from the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands