Clear: Win the game ahead of the game

Gill Lin, Eric Yang and Cathy Yang

Clear Men, a shampoo brand, connected with men aged 20-39 in Taiwan and increased sales with a social media campaign centred around baseball.

Campaign details

Brand: ClearBrand owner: Unilever TaiwanLead agency: PHD Media Taiwan, Flight Marketing AgencyCountry: TaiwanIndustries: Hair careMedia channels: Mobile & apps, Online video, Programmatic display, Social media, Websites & microsites Budget: Up to 500k

Executive summary

Clear Men Shampoo's penetration had been declining, but we had identified the male shampoo segment in Taiwan as a growth opportunity for the brand. We had to compete with the big guy, Head & Shoulders, and other new male shampoo brands in market for share of mind. We took a different strategic approach...

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