Brand owner: Unilever
Lead agency: Mindshare Philippines
Contributing agencies: Inmobi
Industries: Hair care
Media channels: Mobile & apps
Budget: Up to 500k
Clear, Unilever Philippines' player in the male anti-dandruff shampoo space, is a far second to P&G's Head & Shoulders, which has the lion's share of the market at 68%.
Despite its winning formula and scent, Clear found it hard to carve a place for itself in both shelf space and advertising given the might of its competitor.
The segment is growing year on year, and Clear saw this as an opportunity to differentiate itself from its main competitor and cut through the clutter of the hair care category.
With the objective of customising ads across different consumer segments, the brand was interested in understanding the user behaviour of consumers to gather competitive intelligence. Using Inmobi Shopper Pulse, a mobile-targeted survey tool that gleans data from users, the company was able to retarget them with customised creative content based on the data it amassed from their replies.