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,...