Campaign details
Title: Araw arawBrand: CreamsilkProduct: CreamsilkIdea: OliverCountry: The Philippines
Duration of Campaign | Location/Region | Gender | Target audience | Socio-economic Level | Budget |
---|---|---|---|---|---|
3 months - 12 months | The Philippines | Non-binary | Adults (26-55) | Middle | PHP 3,000,000.00 |
Objectives
With the restrictions and shifting mindsets brought about by the pandemic in 2020 - 2021, Cream Silk was challenged to get infrequent and lapsed users who no longer valued conditioner to use conditioner daily again (penetration + frequency).
At its core, daily conditioner usage has always been at the forefront of Cream Silk's brand objectives, and a...