Clear: KPL Player Cards launch

John Dawson, Annie Chen

Hair care brand Clear improved awareness, engagement and online brand buzz in China around its King Pro League sponsorship and grew penetration among Gen Z in lower-tier cities by introducing the mobile esports' first collectible player cards.

Campaign details

Brand: Clear (shampoo) Brand owner: Unilever Entrant company: MindshareIdea creation: Unite Shanghai Market: Greater China Sector: Hair care Media channels: Social media, Websites & microsites, Online video, Livestreaming, Merchandise & free gifts Budget: Up to 500k

Executive summary

In 2022, Clear entered its fourth year sponsoring China’s number-one mobile esports, King Pro League. Over the years, it had established itself as part of the broadcast but faced fresh challenges. It needed to refresh its presence, drive sales on a new e-commerce platform...

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