Clear: Clear X Su Yiming’s Fearless 1980° Digital Collectibles

John Dawson, Annie Chen

Shampoo brand Clear increased social commerce product sales on Douyin's Super Brand Day in China with the creation of digital collectibles based on brand ambassador snowboarder Su Yiming and his history making Backslide 1980 Indy Crail trick.

Campaign details

Brand: Clear (shampoo) Brand owner: Unilever Entrant company: MindshareIdea creation: Unite Shanghai Market: Greater China Sector: Hair care Media channels: Online video, Livestreaming, Merchandise & free gifts Budget: 1 - 3 million

Executive summary

Clear China wanted to increase brand visibility on Douyin and social commerce product sales through their Douyin Store ahead of the short video platform’s 520 Super Brand Day.

As Clear’s newest ambassador, legendary Chinese snowboarder Su Yiming was not only a national hero but perfectly embodied Clear’s ‘fearless’...

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