Campaign details

Brand: TRESemmé
Brand owner: Unilever
Lead agency: Mindshare Philippines
Contributing agency: Inmobi
Country: Philippines
Industries: Hair care
Media channels: Mobile & apps
Budget: Up to 500k

Executive summary

Hair care brand TRESemmé had maintained a niche market share in the Philippines since its launch in 2013, but had been seeing low penetration in both shampoo and conditioner.

Targeting millennial women, who were fashion- and beauty-driven, the brand recognised that these women were very digital-savvy, leading to the use of digital as its strongest media channel to reach its audience. With a larger percentage of its media money skewed towards digital, the challenge was to make this online budget work harder to drive the brand's offline conversion.

Instead of just relying heavily on its usual social media and video platform executions, TRESemmé decided to launch its newest range, Detox and Nourish, with an online-to-offline campaign that would help address the problem of creating an app-to-app relative study on purchase uplift.