Sunsilk Shampoo: The language of hair

This case study shows how Sunsilk, a shampoo brand, used a campaign on Zalo, a social mobile app, to increase loyalty among young women in Vietnam.

Sunsilk Shampoo: The language of hair

Campaign details

Brand: Sunsilk Shampoo / Unilever VietnamAgency: Mindshare VietnamCategory: Mobile SocialRegion: APAC

Objective

Who loves hair? People in Vietnam do!

The hair category is one of the top three categories for spending in Vietnam advertising. Yet we had our hair in a tangle as more than seven brands in this category had made communication highly competitive, leaving consumers confused.

Sunsilk Shampoo enjoys moderate equity and has always been synonymous with "Soft & Shine" but for young girls in Vietnam, "Make hair soft & smooth" has become...

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