The Campaign

In proving hair strength, category players usually use TV, PRINT, DIGITAL. We changed the game by creating an integrated experience. Traditional violin bows use horsehair, known for its strength. What it we use human hair? We pushed human hair’s strength by collaborating with bow-maker Paul Goh who created Human Hair Violin Bows using Cream Silk-conditioned hair. Consumers experienced the power of strong hair in multiple touch points. We created awareness through TVC, digital posts; and engaged the market through AVP seeding, TV Segments, Digital Promo, and Hair Serenades in various locations – all leading to an unprecedented celebration of beauty, music and art through the most beautiful demonstration of hair strength – "Cream Silk Hair Sonata: The World's First Hair Symphony Orchestra. "The historic performance featured a 42-piece Human Hair bow-orchestra, attended by the country’s top influencers. Not only can strong hair be seen; now, it can be heard.

Success of the Campaign

The campaign helped total Cream Silk growth by 14% and CSK Hair Fall Defense by 17%, reach its highest-ever penetration - 36.3, and highest–ever market share - 67.8 in 2 years. Only a week from its launch, Cream Silk’s TVC garnered 2,022,247 YouTube views and headlined top beauty and style blogs. Only days after the behind-the-scenes AVP’s release, the video received 2,198,177 views. The top three TV networks featured Hair Serenades, while mall-goers posted their sightings, starting discussions through social media. Hair Sonata became a national news event, covered live by 7 TV networks, seen by 19,300,000 viewers. Liveblog and livestream garnered 4,559 and 1,547 views respectively, reached 40% of Philippine Twitter users on event night, became among Rappler’s “Top 10 Most Read News Online.” It increased its Facebook fans by 85% with record-breaking 22.4% engagement rate (vs. 5% Norm), generated 264,163,766 digital impressions and 910,000 USD earned media.

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

With the message of beautifully strong hair from Cream Silk, the campaign kicked-off with key influencers’ teaser social media posts days before the TVC’s first airing. It simultaneously aired across networks and was introduced by the lead endorser. We kept consumer engagement through new content – taking them into the journey behind the TVC through AVP-seeding online. Cream Silk violinists toured radio stations, top media offices, and malls to serenade and give consumers a taste of what to expect. The Human Hair Bow orchestra also performed in The Voice’s season finale. There was also a Hair Sonata Experience digital promo, giving women glamorous makeovers and VIP tickets to the grandest demonstration of hair strength. All these led to a grand finale – “Cream Silk Hair Sonata: The World’s First Hair Symphony Orchestra,” a once-in-a-lifetime celebration of beauty, music, art through the world's biggest and most beautiful demonstration of hair strength.