Brand: Clear Men
Brand owner: Unilever Indonesia
Agencies: Mindshare Indonesia, AdColony
Industries: Hair care
Media channels: Mobile & apps, Online video, Product sampling, Sales promotion, Social media, Television, Word of mouth, influencers
Budget: Up to 500k
Clear, the leading anti-dandruff shampoo from Unilever in Indonesia, had been experiencing declining sales and loyalty due to stiff competition in a crowded anti-dandruff shampoo market.
For its Be Your Own Legend campaign, Clear zeroed in on an untapped segment of the broader audience: first-time jobbers and young men who have just migrated to big cities, especially Jakarta, who didn't know that they needed male hair care products.
Clear maximised the use of mobile with a mobile video ad unit, the use of a mobile app, GoJek, with a redemption offer of a free haircut at Jakarta chain Chief Barbershop, and the creation of a mobile-optimised website that reinforced the thematic messaging. Every man who redeemed the haircut also received free Clear products. The strategy was to push sales by using trial as a gateway to loyalty.