Sunsilk: #Habamazing Summer

Haircare brand Sunsilk created an augmented reality raffle promotion to engage and establish relevance among young women in the Philippines with its Strong & Long variant.

Campaign details

Brand: Unilever / SunsilkLead agency: NuWorks Interactive Labs, Inc.Region: APAC

Strategy

Objective

In 2018, Sunsilk made the strategic move to focus on one variant amongst its diverse haircare line to go head-to-head against Palmolive Naturals' core variant during this dreaded business season. Beyond creating awareness, the brand needed to rebuild an authentic connection with its target market to close the highest market share gap with Palmolive. Engaging and establishing the relevance of Sunsilk among young Filipinas meant going beyond highlighting the hair strengthening properties of Strong and Long variant and focusing on celebrating...

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