The Brief

Women have grown jaded about promises of hair products, especially those with damage repair promises. Product demos on hair strength seen on TV are all the same and have remained the same over the years – a woman tugging a lock of her hair. As a result, traditional ads depicting ‘strong hair’ have lost their power to convince.

Describe how the promotion developed from concept to implementation

How could we bring to life the product promise of strong hair, in a manner that was different, yet entertaining at the same time? We staged a concert with Asia’s first Human Hair Quartet – playing with bows replaced with human hair (conditioned and strengthened with Creamsilk), instead of traditional horse hair, which was known to be stronger.

Describe the success of the promotion with both client and consumer including some quantifiable results

Hair Quartet content has been viewed by hundreds of millions worldwide. Within a week of the launch, Creamsilk Facebook got 12,000 fans, with engagement peaking at 180%. News networks and video blogs picked up the online content, delivering $20m+ in unearned media coverage. Post-campaign trial rate increased by 17%; firmly entrenching Creamsilk’s market position as #1 conditioner in the Philippines.

Explain why the method of promotion was most relevant to the product or service

The demonstration of strong hair was turned into a live performance – one that could be experienced for the first time. What the audience witnessed was a powerful display of strong hair, expressed through the beautiful sound of music. Traditional haircare advertising meant strong hair could be seen. But now, a live performance meant it could also be heard.