Brand: Clear Men
Brand owner: Unilever
Lead agency: Mindshare Vietnam
Contributing agencies: Perform, Click Media
Industries: Hair care
Media channels: Gaming & in-game advertising, Online display, Online video, Search marketing, Social media
Budget: 1 - 3 million
Clear Men shampoo was struggling to resonate with men in Vietnam and convince them to switch from their unisex shampoo to Clear Men.
With Vietnam being one of the world's most football-crazy countries, the brand saw an opportunity in the 2018 FIFA World Cup.
However, with hundreds of brands jumping on the Word Cup bandwagon, the challenge for Clear Men was to cut across the clutter to connect with its audience.
The brand found a solution in data-driven emotion mapping. Considering a 90-minute football game as 5,400 seconds filled with emotional moments, Clear Men saw the month-long FIFA World Cup as countless moments of passion, emotion, drama, adrenaline, anxiety, joy, grief and ecstasy for Vietnamese football fans. By creating dynamic content that resonated with the emotional state of fans based on live match data, Clear Men was able to differentiate itself and build a strong association with Vietnamese men.