Sunsilk: Miss Possible

Sunsilk, a haircare brand, tackled declining sales in Malaysia by using influencers to win over Gen Z women.

Campaign details

Brand: SunsilkBrand owner: UnileverEntrant company: Mindshare Malaysia, Kuala LumpurMarket: MalaysiaSector: HaircareMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

No. 1 haircare brand in Malaysia, Sunsilk saw consecutive sales decline for 3 years and losing relevance among its young audience. To secure its position, Sunsilk aimed to grow and win over the up-and-coming segment of Gen Z women using the power of influencers. With #IniSaatKita (this is our time), Sunsilk identified right influencers representation to inspire and mentor the audience...

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