Cream Silk: Customised Solutions

Hair care brand Cream Silk used Facebook's propriety clustering algorithm, Mindsights, to create more relevant brand communications and drive functional superiority among its target audience in the Philippines.

Campaign details

Brand: Cream SilkBrand owner: UnileverLead agency: Mindshare Philippines, NuWorksContributing agencies: FacebookCountry: PhilippinesIndustries: Hair careMedia channels: Online display, Programmatic display, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

For the past 30 years, Cream Silk has been the number-one hair conditioner in the Philippines. However, other contenders had recently emerged, with competitive brand propositions that were challenging and stealing share from Cream Silk.

To assert its position as market leader, Cream Silk needed to differentiate itself through stronger, and more relevant,...

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