|Product / Service||HAIR CONDITIONER, DEODORANTS, FACIAL WASH|
|Entrant||UNILEVER PHILIPPINES Manila, THE PHILIPPINES|
|Entrant Company||UNILEVER PHILIPPINES Manila, THE PHILIPPINES|
|Advertising Agency||UNILEVER PHILIPPINES Manila, THE PHILIPPINES|
|Advertising Agency 2||ACTIVATIONS ADVERTISING QUEZON CITY, THE PHILIPPINES|
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. #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.
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 teens on-ground, and 4M teens online. With a multimedia approach and 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. Most of all, #TeenWeekPH made a positive impact to 1 million teens across the Philippines by developing life and social skills, making them future-ready.
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. 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. AMPLIFICATION 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.