Campaign details

Brand: TRESemmé
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: Facebook, Shopalyst
Country: Vietnam
Industries: Hair care
Media channels: Mechandise & free gifts, Mobile & apps, Social media
Budget: 500k - 1 million

Executive summary

Detox is a major trend in health and beauty, emerging in haircare in developed markets but not yet present in Vietnam. Haircare brand TRESemmé captured this opportunity to launch its new variant, Salon Detox, a salon-quality range for healthy and strong salon-gorgeous hair. The campaign's objective was to maximise awareness and trial. Besides the massive scale of building awareness, the speed with which TRESemmé adopted the new technology of digital partners in driving conversion brought success to this campaign.