TRESemmé Runway Ready: Turning social currency into social commerce

TRESemmé, a premium hair-care brand under the Unilever portfolio, achieved unprecedented growth in the Philippines by creating a digital ecosystem linked to the Runway Ready event.

Campaign details

Brand: TRESemméBrand owner: UnileverLead agency: Ogilvy & MatherCountry: PhilippinesIndustries: Hair careMedia channels: Content marketing, Events & experiential, Online display, Online video, Programmatic display, Sales Promotion, Social mediaBudget: 500k - 1 million

Executive Summary

This is a case study on how TRESemmé, a premium hair-care brand under the Unilever portfolio, achieved unprecedented growth by creating an ecosystem for the Runway Ready campaign where every social interaction led to an opportunity for sales.

Prior to the campaign, Unilever identified the premium segment as a key growth driver to project its...

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