Campaign details

Brand: Cream Silk
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: Twitter, JWT, Summit Media, Digit
Country: Philippines
Industries: Hair care
Media channels: Content marketing, Social media
Budget: Up to 500k

Executive summary

Filipinos are obsessed with beauty pageants. With the then-reigning queen being a Filipina, and her successor to be crowned in Manila, the Miss Universe pageant was, no doubt, going to be a phenomenal event for the Philippines.

Cream Silk, a 34-year-old Filipino brand, is number one in the hair care category in the Philippines. To increase its relevance with modern Filipinas, Cream Silk aimed to strengthen its association with beauty pageants – specifically the Miss Universe pageant, one of the country's most anticipated events of the year.