Creamsilk: Araw araw

Hair conditioner Cream Silk capitalised on a trending moment on social media to drive market share and brand metrics in the Philippines.

Campaign details

Title: Araw arawBrand: CreamsilkProduct: CreamsilkIdea: OliverCountry: The Philippines

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months - 12 monthsThe PhilippinesNon-binaryAdults (26-55)MiddlePHP 3,000,000.00


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...

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