Clear: Win the game ahead of the game

Eric Yang, Cathy Yang

This case study shows how Clear, a shampoo brand, successfully broke through a cluttered market by pairing up with two major Taiwanese baseball stars.

Campaign details

Brand: ClearBrand Owner: UnileverLead Agency: PHD TaiwanCountry: TaiwanIndustries: Hair careMedia Channels: Content marketing, Programmatic display, Search marketing, Social media, Websites & micrositesBudget: 3 - 5 million

Executive Summary

The male shampoo segment was identified as a growth opportunity for Clear Shampoo in Taiwan. We had to compete with the big guy, Head & Shoulders, and other new male shampoo brands in the market for share of mind. We took a different strategic approach to win the hearts of our male target audience. Instead of going for...

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