Campaign details
Brand: Head & ShouldersBrand owner: Procter & GambleLead agency: Saatchi & Saatchi DubaiContributing agency: Starcom Middle EastCountry: Middle East & North AfricaIndustries: Hair careMedia channels: Content marketing, Events & experiential, Online vdieo, Point-of-purchase, in-store, Social media, TelevisionBudget: 1 - 3 million
Executive summary
Context
Head & Shoulders, the number-one anti-dandruff shampoo brand in the region, had been losing market share for two years.
Objective
Most consumers use anti-dandruff shampoo occasionally as a quick fix – prioritising other beauty benefits. So, Head & Shoulders...