Results and Effectiveness

A boring topic became a huge craze as everyone started showing off their scalps through undercut hairstyles. Talkability was driven both online and offline, delivering media value of over $1mUSD. Clear increased its facebook fanbase from 7,000 to 20,000 in just 10 days. And Clear’s share of market increased from 12.7% to 13.4%.

Creative Execution

We tapped into the growing trend in Thailand for “undercut” hairstyles by taking over Thailand’s 2nd-largest newspaper’s cover page for two consecutive days. The content highlight the new scalp exposing trend, showcasing undercut styles and discussing the fashions and lifestyle associated with the trend. The content then married the trend with Clear messaging on achieving a healthy scalp that consumers would be proud to show off. The campaign was extended into Clear’s facebook page, where consumers were invited to share their undercut photos.

Insights, Strategy and the Idea

Clear were launching a new variant incorporating proprietary technology, Nutrium 10, promising to deliver three layers of nourishment to both hair and scalp. The key objective of the launch was to gain market share by driving Clear’s position as scalp care experts amongst younger users of both anti-dandruff and non-medicated shampoos. The challenge for Clear was to get consumers thinking about scalp care in a positive sense. Scalp care is not only a dull and functional topic, but it is also a somewhat unattractive territory of hair care. Consumers reluctant to discuss problems in scalp health, perceiving the subject matter and its associated problems as embarrassing and overly personal. So the task for communications was to position scalp health in a positive and exciting way, encouraging consumers to see scalp health as something to be aspired to, rather than embarrassed about.