The Campaign

Branded content in the Philippines is still concentrated on commercial films & show sponsorships, with TV remaining to be the primary source of awareness across all target groups. Brands also continue to release specialized materials across other traditional media as radio, print and OOH to further amplify campaigns. However, the media landscape has evolved in the recent years with the popularity of digital and social media, and the democratization of internet access in the country. This trend allowed brands to create breakthrough campaigns that go beyond driving awareness. Effective campaigns now drive engagement and initiate conversations among target consumers with the use of varied media platforms that complement traditional media – digital ads, social sites, crowdsourced content, websites and videos. The rise of digital liberated brands and opened up various opportunities to interact with consumers in more touch points for longer time periods.

Results

In the Philippines, there are 6.6 million teens—the 11th highest in the world. Society has invested heavily on youth education & literacy but insufficiently on their personal development and self-esteem. Because of this, teens suffer from personal issues that affect them for a lifetime. Unilever recognizes teen years as a crucial time in personal development. Habits acquired and products used in the teenage years are carried on to adulthood. Pond’s, Cream Silk, and Rexona—leaders in their respective categories—leverage this reality to create a breakthrough market development program, #TeenWeekPH. OBJECTIVES #TeenWeekPH is a market development program aimed at developing 1 million teens to be future-ready. It seeks to provide teens with correct personal care habits, life skills and a boost of confidence that will encourage them to aim high and become the best they can possibly be. STRATEGY Putting teens at the heart of this program, a teen expert panel was conducted prior to the launch. Composed of psychologists, editors and school administrators, the discussion helped identify the current behaviors, trends and issues of teens today. The campaign was multimedia in design to make it even bigger in scale. All on-ground activities were linked to social media and highlighted on TV. Learning modules were also discussed in radio, and in the #TeenWeekPH website. EXECUTION Awareness Drive To build hype, #TeenWeekPH tied up with the No. 1 teen magazine in the country and sponsored radio segments which initiated conversations amongst teens. Launch The program opened with a launch event attended by teen influencers and student leaders who served as ambassadors in their respective circles. Activation #TeenWeekPH’s 5-day learning module and activation happened simultaneously in 100 schools nationwide. Teens received hygiene kits with product samples and watched “edutainment” video modules.

#TeenWeekPH has revolutionized the way brands do market development. Through expert discussions and teen immersions, we learned that teens find traditional market development boring and hard sell. #TeenWeekPH designed multimedia modules that address the needs of teens today. The program establishes how personal care habits prevent bullying, and positions each brand to address a teen concern — Pond’s for self-esteem, Creamsilk for dreams & ambitions, Rexona for talent & confidence. The first of its kind, #TeenWeekPH’s program was rated good to excellent by 95% of teens who joined. All key measures were top-rated with highest scores in believability and enjoyability.

The first-ever #TeenWeekPH successfully achieved its objective of powering up 1 million Filipino teens, being the biggest activation of 2013 and the most talked about teen event in the Philippines. The program was able to reach 70% of the Philippines’ teen population - 1M on-ground, and 4M online. With a synergistic strategy across TV, Radio, Print and Digital, the program was able to build a teen community of 150,000 fans with an above-average engagement rate of 11% in just one month. Digital impressions reached more than 155 million and PR values reached 3x more than media investment. #TeenWeekPH is truly a powerful program proven to improve teens’ personal care habits. Based on research, the program effectively developed the market with the following results: CREAMSILK • Conversion: 58% • Frequency: 3x to 6x per week • Share: +20bps REXONA • Conversion: 31% • Frequency: 2x to 7x per week • Share: +70bps POND’S • Conversion: 35% • Frequency: 2x to 11x per week • Share: +40bps These results contributed to increase in market shares in each of the brands’ categories during the campaign period: Creamsilk, up to +20bps; Rexona, up to +70bps; and Pond’s, up to +40bps.