Campaign details

Brand: TRESemmé
Brand owner: Unilever
Lead agency: Mindshare Vietnam
Contributing agencies: Facebook, Shopalyst
Country: Vietnam
Industries: Hair care
Media channels: Mechandise & free gifts, Mobile & apps, Social media
Budget: 500k - 1 million

Executive summary

In the last couple of years, e-stores and e-commerce platforms have flooded the Vietnamese market. This has made the consumer journey increasingly complex: product listings are fragmented, offers are not homogeneous, prices differ across platforms. To make a purchase decision, consumers have to open several tabs on their browser to check different websites and apps.

To launch its Salon Detox range, TRESemmé designed a dynamic one-stop shopping experience in partnership with tech platform Shopalyst, as well as Facebook and e-retailers like Lazada, Shopee and Tiki, to create a Collaborative Performance Ad Solution (CPAS).