CREAM SILK HAIR SONATA

Short List
TitleCREAM SILK HAIR SONATA
BrandUNILEVER PHILIPPINES
Product / ServiceCREAM SILK HAIR FALL DEFENSE
CategoryA06. Use of Special Events And Stunt/Live Advertising
EntrantJWT MANILA, THE PHILIPPINES
Entrant Company JWT MANILA, THE PHILIPPINES
Advertising Agency JWT MANILA, THE PHILIPPINES
Media Agency MINDSHARE Manila, THE PHILIPPINES
Production Company SAGA EVENTS Manila, THE PHILIPPINES

Credits

Name Company Position
Tay Guan Hin JWT Singapore Regional Executive Creative Director
Dave Ferrer JWT Manila Executive Creative Director
Runrun Teng JWT Singapore Creative Director
Gayle Lim JWT Singapore Creative Director
Joe Dy JWT Manila Creative Director
Boyet Custodio JWT Manila Associate Creative Director
Lorenzo Cruz JWT Manila Associate Creative Director
Monica Dacuan JWT Manila Art Director
Pam Garcia JWT Manila Director Of Strategic Planning
Golda Roldan JWT Manila Director For Client Service
Missy Tolentino JWT Singapore Account Manager
Iea Nepomuceno JWT Manila Integrations Director
Mylene Rayala JWT Manila Group Account Director
Cha Agcaoili JWT Manila Associate Group Account Director
Nikka Velilla JWT Manila Account Manager
Gina Lorenzana Unilever Philippines Vice President for Personal Care
Dorothy Dee-Ching Unilever Philippines Marketing Director for Hair
Anne Remulla Unilever Philippines Senior Brand Manager
Carlos Corrales Unilever Philippines Senior Assistant Brand Manager
Jackie Mañago Unilever Philippines Assistant Brand Manager
Apples Aberin Unilever Philippines PR Head for Personal Care
Nikki Abella Unilever Philippines PR Manager
Francesca Ayson Unilever Philippines PR Assistant
Tian-Poh Sze Unilever SEAA Vice President for Hair
Jopa Malantic Unilever SEAA Regional Brand Director
Shayori Ghosh Unilever SEAA Regional Senior Brand Manager
Maud Zeller Unilever SEAA Regional Assistant Brand Manager

Results and Effectiveness

The campaign helped total Cream Silk grow 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. It 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.” The campaign increased its Facebook fans by 85% with record-breaking 22.4% engagement rate (vs. Norm of 5%), generated 264,163,766 digital and 910,000 USD earned media.

Creative Execution

Beautifully strong hair from Cream Silk was the key message of the campaign, but the team decided to demonstrate and magnify this in a unique and unforgettable immersive experience. Violins create the most beautiful music and traditional violins use horsehair for its strength. What if instead of horsehair a violin used human hair strengthened and conditioned by CreamSilk? The team collaborated with bow maker Paul Goh in creating the first ever Human Hair Violin Bows, using hair treated with Cream Silk. This was celebrated in the world’s first hair symphony orchestra, the Cream Silk Hair Sonata, a once-in-a-lifetime celebration of beauty, music and art through the biggest and most beautiful demonstration of hair strength in the world. From other brands magnifying strong hair using just the usual TV spot with hair pull demonstrations, the team used a hair symphony orchestra performance as a unique medium.

Insights, Strategy and the Idea

Cream Silk Hair Sonata was launched in Q4 2013 to activate its Hair Fall Defense range. Hair fall is the top 2 market need in key SEA countries. Pantene and Dove, the brand’s competitors, harped on this opportunity and focused their efforts on hair fall, making it their primary source of growth. With hair fall becoming an increasingly relevant consumer need and competitive heat intensifying, CSK needed to craft a solid marketing strategy to assert its functional superiority and cement its dominance in the hair conditioners market. Consumer tends to be busy, shutting out generic and similarly executed messages until they encounter a benefit in an experiential way since they want to be able to share unique events and experiences on her social networks. That’s why the team turned functional superiority into an experience and used music to mount the biggest, most beautiful demonstration of hair strength.