Campaign details
Brand: All Things HairBrand owner: UnileverLead agency: Mindshare, OgilvyOneCountry: PhilippinesIndustries: Hair careMedia channels: Content marketing, Online video, Search marketing, Social mediaBudget: 500k - 1 million
Executive Summary
Hair is one of the top topics online for Filipinas, reaching five million searches monthly. However, following the search, there was no further engagement that led to hair brands. With all brands outdoing each other by communicating their own product benefits, no brand had ever championed hairstyle tutorials before.
By leveraging the volume of local searches, Unilever created the...