Brand owner: Unilever
Lead agency: Mindshare, Silverpush Ltd. Co.
Industries: Hair care
Media channels: Search marketing, Social media, Television
Budget: 500k - 1 million
Clear Shampoo was ready to launch a new campaign in the Philippines for its hero variant for Clear Men Anti-Dandruff Shampoo, Cool Menthol Sport.
Although TV is the default channel for product launches in the Philippines, it is a highly cluttered platform with active competitor presence. More importantly, the way audiences are consuming media is also radically changing – with about 60% of viewers multi-screening and using mobile while watching TV.
So how could Clear rise above the clutter to increase brand awareness and engagement across fragmented TV audiences?