Clear: Pridesourcing with MyKoolVietnam

This case study explains how Clear, an anti-dandruff shampoo brand, increased its market share in Vietnam by targeting young people with a mobile app that helped them express national pride.

Clear: Pridesourcing with MyKoolVietnam

Sajju Ambat, Hai Nguyen and Phuong Pham

Campaign details

Brand owner: Unilever VietnamLead agency: Lowe VietnamContributing agency: Ozerside Digital Agency and Mindshare VietnamBrand: ClearCountry: VietnamIndustry Hair careChannels used: Events and experiential, Internet - display, Internet - microsites, Mobile and apps, Online video, Social media, TelevisionMedia budget: Up to 500k

Executive summary

This case study describes how a traditional, TV-led anti-dandruff shampoo brand like Clear, for which digital and mobile had never been its top priority, decided to use digital to augment...

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