Campaign details

Brand: Cream Silk
Brand owner: Unilever
Lead agency: Mindshare Philippines, NuWorks
Contributing agencies: Facebook
Country: Philippines
Industries: Hair care
Media channels: Online display, Programmatic display, Social media, Websites & microsites
Budget: 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, brand communications, and drive functional superiority among its target audience of young Filipinas.

Cream Silk recognised that Filipinas have a variety of hair problems and aimed to establish its product superiority by launching the new Cream Silk Customised Solutions range, giving Filipinas the power to transform their hair and to address every unique hair need.