The Campaign

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

Success of the Campaign

TRESemme shone in the spotlight achieving record-breaking market share: increasing in Indonesia by over15% 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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 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 three finalists of Asia’s Next Top Model in Jakarta and Manila. We identified media consumption trends of the target market finding ‘Discerning Style Seekers’ are fashion-forward girls who love following international fashion trends and are addicted to reality programs. TRESemme needed to be part of the content they loved; Asia's Next TopModel the perfect platform to communicate TRESemme's transformative power , becoming recognized as the brand empowering women to have professional, salon quality hair, at home everyday.