Clear: From battle to bottle – Clear China's eSports breakthrough

Clear, a male shampoo brand, launched a campaign in China to increase brand awareness amongst young men, increase recruitment of a young male target audience and drive e-commerce sales growth.

Campaign details

Brand: ClearLead Agency: Mindshare China, Shanghai Chiyang Culture Media, UNITE ChinaRegion: APAC

Strategy

Objective

In order to drive the category expansion to deliver brand growth in 2021, Clear needed to find an innovative way to reach their young male target audience.

To deliver this, Clear had the following objectives to achieve in 2021:

  1. Increase brand awareness amongst young men
  2. Increase recruitment of young male target audience and drive eCommerce sales growth
Target Audience

Although Clear accounts for nearly 80% of the male shampoo market in China, the male shampoo category is still immature:...

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