Clear Men: Be Your Own Champion

Ha Tran

Haircare brand Clear Men used a moment-based content approach in Vietnam to strengthen its relevance to male consumers and build stronger RTBs.

Campaign details

Brand: Clear MenBrand owner: UnileverLead agency: MindshareContributing agencies: Perform, ClickCountry: VietnamIndustries: Hair careMedia channels: Gaming & in-game advertising, Online display, Online video, Programmatic display, Public relations, Search marketing, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Functionally, haircare brand Clear Men is associated strongly in consumer perception with its main benefit of anti-dandruff. However, emotionally, Clear Men still needed to strengthen its relevance to male consumers and build stronger RTBs. Unlike women, men do not find a compelling reason to use male...

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