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

Kitty Faustino, Oscar Maalihan, Patricia Cabral

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands