Head & Shoulders: Go naked fight, get a headstart
Stephanie Tsui
Campaign details
Brand owner: Procter & GambleLead agency: Saatchi & Saatchi Hong KongBrand: Head & ShouldersCountry: ChinaIndustry: Hair careChannels used: Internet - microsites, Online video, Social mediaMedia budget: Up to 500k
Executive summary
This is a case study about how Head & Shoulders shredded its dated and old-fashioned image to become an inspiration for Chinese youth to embark on a 'naked fight': getting a head start in pursuing their dreams by simply believing in their 'shili'...