Brief Explanation

Challenge: With the recent trend of coloured hair from K-Pop and Westen Style, Sunsilk faces difficulty on increasing Black & Shiny Variant penetration. Sunsilk would like to bring back that sense of pride and engage Indonesian women in a movement to bring back pride to have shiny black hair, despite current colored hair trend. Solution: Sunsilk would like to bring back that sense of pride and engage Indonesian women in a movement to bring back pride to have shiny black hair, despite current colored hair trend. Weintrigue people with the question “Do You Think Raisa (as an Indonesian woman) should color her hair?” People are encouraged to vote their answer via kilaumu.com, tweet using the #prohitam (yes to black) or #prowarna (yes to colored) and also through interactive sms . All votes are shown on kilaumu.com on real time. Results : - With the easiness of the vote mechanism, 811.000 clicks from the paid media multiplied into more than 6 million total vote with 4.3 million vote for Black Hair. - 30% Increase of Sales on Sunsilk Black & Shiny Variant during the duration of the campaign.