Unilever/Clear: Tapping on Mudik (annual homecoming tradition)

CLEAR, an anti-dandruff product, increased sales and brand engagement during Eid al-Fitr by creating brand activations at pit stops to engage with its target whilst they travelled home.

Campaign details

Brand: Unilever/Clear Lead agency: Mindshare Indonesia, Unilever, AdColonyRegion: APAC

Objectives

The objective for CLEAR was to increase sales by engaging with its target audience on a large scale, yet highly localised sampling and brand experience during Eid al-Fitr, the Muslim holiday at the end of Ramadan. The grooming sector is a crowded space dominated by a handful of key players offering alternatives. Although product differentiation may be small, consumers tend to be loyal to one brand giving little room to influence them to switch brands.

CLEAR stands for confidence to provide a healthy,...

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