Brand owner: Unilever Indonesia
Lead agency: Mindshare Indonesia, AdColony
Industries: Hair care
Media channels: Content marketing, Mobile & apps, Social media
Budget: 1 - 3 million
As the number one dandruff shampoo brand in Indonesia, Clear Men Anti-Dandruff Shampoo faced the twin challenge of declining sales and customer loyalty in a market flooded with alternatives. The brand sought a way to win over its target audience of 18- to 34-year-old, sports-minded men, particularly football players and fans, by generating awareness and increasing engagement through a mobile campaign during the 2018 World Cup season.
Backed by a three-pronged technology, the brand's underlying strategy is its commitment to provide world-class customer satisfaction, in-depth coverage of the World Cup – not only by providing results after each game but also providing micro-moments of truths captured live and in real time as the match happens. This technology also enabled Clear to 'listen' to social sentiment at each specific moment in time and deliver dynamic mobile creatives with messages reflecting fans' positive, negative or neutral sentiments.