| Title | MAKE IT CLEAR |
| Brand | UNILEVER |
| Product / Service | ANTI-DANDRUFF SHAMPOO |
| Category | A08. Use of Social in a Media Campaign |
| Entrant | PHD TAIWAN Taipai, CHINESE TAIPEI |
| Advertising Agency | FEEL CREATIVE Taipei, CHINESE TAIPEI |
| Media Agency | PHD TAIWAN Taipai, CHINESE TAIPEI |
| Entrant Company | PHD TAIWAN Taipai, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Ally Pong | PHD Taiwan | Business Director |
| Jessica Kuo | PHD Taiwan | Digital Director |
| Angel Huang | PHD Taiwan | Senior Digital Supervisor |
| Wawa Wu | FLA | Group Manager |
| Rere Tseng | FLA | Copywriter |
| Eric Lin | Unilever Taiwan | Senior Product Manager |
| Sandra Wang | Unilever Taiwan | Trainee |
With this simple idea, we turned a crisis into an opportunity for Clear Hair’s awareness by standing out its distinctive presence as being UN-COMPROMISE, CHALLENGING and BOLD. And this “make it CLEAR” creative screenshot received strong resonance and high organic viral effect on FB. In just 3 days, 26% engagement rate achieved, 13 times higher than market norm! More than 2.5 times higher the famous singer Jay Chou’s fan page post!! High organic reach per post achieved with over 14,700 Unique Visitor gained, around 7 times higher vs. market standard of 2,000 Unique Visitor!!
During this Sunflowers Movement, Facebook was the pivotal communication channel for the students who occupied the Legislative Yuan with the outside world. And the civil public relied on the Facebook for the status update and related information sharing. Hence, Facebook was identified as the most effective real time platform to spread out this “make it CLEAR” screenshot. People could find this screenshot on CLEAR fans page, post it on their Facebook wall and share it with friends to form a supportive body for the Sunflower Movement.
As the young challenger shampoo brand in the conventional anti-dandruff market, Clear Hair was keen on establishing a distinctive presence among its target consumers. During the swirl of Sunflowers Student Movement*, we spotted an opportunity for Clear Hair to further its foothold when most advertisers hesitated to continue their campaign promotion. The insight was to stand out CLEAR HAIR brand by leveraging consumers’ emotion to support the movement. We created a screenshot with a resonant massage of “make it CLEAR!” to signify the movement’s appeal for a “clear response”. This screenshot would appear in conjunction with the hashtag of CLEAR brand and “Nothing to hide” tagline. People could find it on CLEAR fans page, post and share it with their friends on Facebook”. *Sunflowers Students Movement: a social movement lasting for 23 days in 2014, against the under-the-table legislative process and support “procedures transparency”.