The Campaign

In the APAC region, StarWorld, like the majority of Cable channels, uses feeds across more than three or four country geographies. This is an extremely tightly controlled and regulated environment in order to ensure it meets the standards of all the relevant countries restrictions. As a leading channel in a largely self regulated environment, the Fox International Channels and StarWorld set themselves even tighter regulations around what they can offer sponsors or integrated brands. One of Fox International Channels’ key clauses outlines that programs should not promote, or appear to promote, a product or service. To fulfill this promise, Fox prohibits all funders and sponsors from taking part in the editorial process and/or editorial decisions. All branded exposure must be editorially justified within the larger story, and even then it is minimized. All production houses avoid focusing on Brand names and logos beyond 2 or 3 seconds to ensure nothing in the program feels like advertising, blatant promotion or unnatural in the context of the show – or is deleted during editing.

Results

Breaking into the South East Asia hair care category isn’t easy. TRESemme, was a challenger brand that had been experiencing rapid growth globally – but had ambitious growth plans for the region – particularly Indonesia (where every third ad is for hair care) & the Philippines ( with a budget 1/5 that of the leading shampoo). The challenge was to introduce the brand to the key target audience- 20-35 year old discerning style-seekers – and gain brand awareness amidst big competition. The strategy – to become part of the content that discerning style seekers love and turn to for fashion insights. Enter TRESemme’s Inner Top Model, a collaboration with one of the most popular show is SE Asia – Asia’s Next Top Model. A show that, with the aid of Tresemme, transforms everyday girls into global supermodels TRESemme became part of the content, launching the search for the new face of TRESemme. Integrated content, challenges and celebrity stylists educated contestants, and empowered girls to release their Inner Top Model. Exclusive behind the scenes content, live chats - and even on ground events that toured across the countries turning city streets into runways, before releasing the record breaking TRESemme Runway Ready Fashion show - a large scale, crowd-sourced catwalk where 1000s of girls walked behind the three finalists of Asia’s Next Top Model in Jakarta and Manila.

As part of developing the idea, we identified the media consumption trends of the key target audience and found that ‘Discerning Style Seekers’ are fashion forward girls who love following international fashion trends but are also addicted to local reality programs. TRESemme needed to be a part of the content they loved and Asia's Next TopModel was that perfect platform; to communicate TRESemme’s transformative power, and become recognized as the brand empowering women to have professional, salon quality hair, at home everyday.

TRESemme shone in the spotlight achieving record-breaking market share: increasing in Indonesia by over 15% and in the Philippines by over 53% Key brand measures also enjoyed impressive increases: Brand Awareness: +18% Purchase Consideration: +21% Brand used Most Often: +10% Is a Brand I Trust: +12% I would recommend to Friends/Family: +10% All while the leading competitor doubled their investment in both countries, and yet were experiencing declining brand measures. By becoming part of the content of Asia’s Next Top Model, TRESemme had won a place in the hearts of all the region’s Inner Top Models.