Cream Silk: Hair sonata

Pamela Garcia

This case study describes how Cream Silk, the haircare brand, found a unique way to demonstrate the power of strong hair to women in the Philippines.

Cream Silk: Hair sonata

Pamela Garcia

Campaign details

Brand owner: Unilever PhilippinesLead agency: JWT Manila and JWT SingaporeBrand: Cream SilkCountry: PhilippinesIndustry Hair careChannels used: Earned media, buzz, Events and experiential, Product placement , Public relations, Social media , Sponsorship - event, propertyMedia budget: Up to 500k

Executive summary

This case study describes how Cream Silk demonstrated its conditioning power in the Philippines by making violin bows out of human hair.

The hair category in the Philippines is saturated with the usual hair demonstrations highlighting the same benefits....

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