Unilever: #ShaanSeShine

Sunsilk, a hair care brand, regained consumer franchise and achieved brand love in Pakistan.

Campaign details

Brand: SunsilkBrand owner: UnileverEntrant company: Mindshare Pakistan, KarachiMarket: PakistanSector: Hair careMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Sunsilk wanted to regain consumer franchise, drive penetration particularly of its black shine variant (the tactical strategy was aimed to arrest the decline towards players offering value seeking propositions). To achieve brand love by being more meaningful, the brand went ahead with the single-minded creative thought of 'opening possibilities for girls'. This was based on the reality, the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands