Clear: Wait for my rock!

Ma Miaojun, Xiong Ying, Wu Shufeng, Yu Junqiu

Clear shampoo's traditional education-based marketing strategy was not reaching Chinese Gen Z consumers so it partnered with a popular programme on the iQiyi video platform to run a campaign focused on individualism.

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...

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