Sunsilk: #IniSaatKita (This is Our Time)

Haircare brand Sunsilk boosted engagement among Gen Z women in Malaysia with an influencer-led digital educational platform on female empowerment.

Campaign details

Brand: SunsilkBrand owner: Unilever Malaysia Holdings Sdn BhdLead agencies: Creative Juice KL, TBWA\ Kuala LumpurContributing agencies: Mindshare Malaysia, Passion Pictures Sdn BhdMarket: MalaysiaSector: Hair careMedia channels: Online video, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

The number-one haircare brand, Sunsilk Malaysia, had seen consecutive sales decline for three years and was becoming less relevant among its young target audience.

Sunsilk was losing market share to more premium haircare brands because many millennial customers were upgrading as they were...

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