Campaign details
Brand: SunsilkBrand owner: Unilever Malaysia Holdings Sdn BhdLead agencies: Creative Juice KL, TBWA\ Kuala LumpurContributing agencies: Mindshare Malaysia, Passion Pictures Sdn BhdMarket: MalaysiaSector: Hair careMedia channels: Online video, Social media, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
The number-one haircare brand, Sunsilk Malaysia, had seen consecutive sales decline for three years and was becoming less relevant among its young target audience.
Sunsilk was losing market share to more premium haircare brands because many millennial customers were upgrading as they were...