Campaign details
Brand: ClearBrand owner: UnileverAgency: iQIYIMarket: ChinaIndustries: Hair careMedia channels: Mobile & apps, Online video, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
As a younger generation replaced its previous audience, Clear realised its traditional, education-based marketing approach no longer worked. The previous use of shared knowledge and conversations was not attractive to young people with strong individual opinions. To respond to the audience, Clear proposed to 'reconstruct communication methods', by increasing the brand's influence on youth culture.
Online video platform iQiyi provided innovative...