The Campaign

Branded entertainment in the Philippines is mostly concentrated on online games and TV product placements – from sponsored plugs to variety show segments to product placements in local movies. Some companies also turn to sponsored events and activations to promote their brand. Not many brands utilize Print as a medium for branded entertainment.

Results

This year, Cream Silk celebrated 30 years of hair care expertise by placing the spotlight on Beyond Beautiful Filipinas. To celebrate this milestone, Cream Silk hosted its first ever beauty ball – Cream Silk at 30: Cream Silk’s 30th Anniversary Ball, last March 26, 2014. A star-studded gathering of Manila’s most fashionable and Beyond Beautiful Filipinas, the event was supported by some of the country’s top fashion and beauty publications, such as Cosmopolitan, Look, MEGA, Metro, and Preview. In celebrating CreamSilk’s 30th year as the country’s leading hair care brand, it joined forces with the country’s top 6 beauty publications and pioneered a total print roadblock. A first in CreamSilk history, the brand unveiled six different magazine covers, each graced with Cream Silk Pink mastheads and featured all four CreamSilk endorsers for the country’s first-ever Print Cover Roadblock. A night of beauty and celebration, CreamSilk and its partner beauty publications also honored 150 Beyond Beautiful Filipinas whose outstanding achievements in life and work have proven limitless possibilities. Top artists, entrepreneurs, and mavens – these women graced the stage to represent all Filipinas, proving that with Beyond Beautiful hair, there are limitless possibilities. Their stories were featured in the magazines that participated in the print cover roadblock as well as on digital. The celebration also introduced one of the country’s most influential Filipina as the brand’s newest endorser. Joining the likes of the country’s most beautiful A-list stars – Heart Evangelista, Sam Pinto, and Toni Gonzaga, Cream Silk welcomed, the country’s National Sweetheart, Anne Curtis, as its newest endorser. The hashtag #AnneGoesBeyondBeautiful trended worldwide that same night as spectators worldwide spread word all over social media. A truly inspiring evening, Cream Silk proves that this year the Filipina has the ability to go beyond and achieve her limitless possibilities.

For CreamSilk’s 30th Anniversary, the brand went all out in order to create excitement and buzz nationwide. Invited to take part in the grand celebration are experts in the field of beauty and key influencers including some of the country’s most popular bloggers and top names in various industries. A month-long Print Cover Roadblock was executed across the country’s top 6 beauty publications – a first in the Philippines. In addition, the event was simultaneously covered live by 6 networks and spread digitally through social media posts and live tweets by CreamSilk, event guests, and thousands of spectators nationwide.

The grand celebration of beauty revealed the country’s first print roadblock, owning the cover of the country’s top 6 beauty publications and was covered live simultaneously by 6 major TV networks. In Twitter, the brand was able to generate a record-breaking P536,000,000 impressions in just 5 days and became a trending topic twice worldwide and 5 times in the Philippines. All these led to a total of P104,000,000 earned media values, the country witnessing and experiencing the biggest beauty event of the year and finally, Cream Silk achieved 11% growth vs. its initial target of 10%.