Campaign details
Brand: Head & ShouldersBrand owner: Procter & GambleLead agency: Forsman & Bodenfors SingaporeContributing agencies: TBWA Hakuhodo, Verizon media, Material PR, CRCRMarket: JapanSector: Hair careMedia channels: Content marketing, Online video, Public relations, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
In 2020, Head & Shoulders (H&S) occupied a very small share of the Japanese hair care market and was not positioned as an anti-dandruff agent. There are few commercial shampoo brands occupying the anti-dandruff space so H&S saw an...