Campaign details
Brand: Cream SilkBrand owner: UnileverLead agencies: Mindshare Philippines, AdColonyContributing agency: NuWorksMarket: PhilippinesIndustries: Hair careMedia channels: Mobile & apps, Online video, Programmatic displayBudget: Up to 500k
Executive summary
For more than 35 years, Cream Silk, the Philippines’ number one hair brand, had been catering to every modern Filipina’s specific hair need. However, even as the number one brand, Cream Silk wanted to further increase conditioner penetration, which was still only at 80% yearly (vs. shampoo penetration, at more than 90%).
A key insight in...