Cream Silk Philippines: X Ben&Ben - The unexpected and unstereotypical collaboration

Cream Silk Philippines, a haircare FMCG, increased its conditioner's e-commerce sales and brand penetration by partnering with Filipino folk band Ben&Ben frontmen.

Campaign details

Brand: Cream Silk Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Hair care Media channels: Packaging & design, Content marketing, Social media, Online display, Online video, Word of mouth, Influencers, KOLs, Radio & audio, Virtual & augmented reality, Merchandise & free gifts, Livestreaming Budget: Up to 500k

Executive summary

Cream Silk is the leader and pioneer in the post-wash category in the Philippines, providing flip-worthy hair to modern Filipinas throughout the years. Through a series of quarantines and...

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