The Campaign

Cream Silk, has been the leading conditioner in the Philippines. However, because of the ever-changing competitive landscape, Cream Silk is starting to be seen as an old, longstanding brand because of its heritage. The team had to make sure that it remains relevant to the modern day Filipinas. Cream Silk joined forces with the country's top beauty publications, assembling 150 new brand ambassadors, both old and young to further push the brand's relevance across the market. The brand was able to re-establish that its an ever-innovating and ever-relevant brand that Filipinas have come to love and trust throughout the years.

The Brief

Given the challenge at hand, the main goal was simple – to reinforce Cream Silk’s relevance to the consumers and to further grow the brand in order to maintain its position as market leader. And Cream Silk’s 30th year celebration proved to be the perfect opportunity to do it. The team had to create massive awareness and excitement around Cream Silk’s 30th Year Anniversary and grow by 10%. Achieving these would not have only led to Cream Silk maintaining its lead in the category, but it would have also reestablished that it is an ever-evolving and ever-relevant brand.

Results

The celebration revealed the country’s first-ever print roadblock, owning the cover of the country’s top 6 beauty publications and was covered live by 6 TV networks. The brand was able to generate a record-breaking P536,000,000 twitter impressions in 5 days and trended twice worldwide and 5 times locally. Cream Silk’s new TVC featuring Anne Curtis became the brand’s most viewed YouTube material with over 2.7 million views within a week. These led to a total of P12,000,000 worth of garnered press pick-ups on various publications, and blogs, and a total of P104,000,000 earned media values, the country witnessing and experiencing the biggest beauty event of the year, and CreamSilk achieving 11% growth vs. 10% initial target. More than ever, the brand proved that, even after 30 years, CreamSilk has been and will continue to be an ever-evolving and ever-relevant brand for the Beyond Beautiful Filipina.

Execution

CreamSilk for many years has had 3 of the country’s most beautiful leading personalities as its endorsers. In line with its 30th year anniversary, CreamSilk added the country’s biggest celebrity and national sweetheart, Anne Curtis, to its roster of stellar endorsers taking the brand’s credibility as the biggest beauty brand in the Philippines to unparalleled heights. CreamSilk also joined forces with top beauty publications and assembled 150 new ambassadors, all carefully handpicked as each one is recognized and well-respected in their respective fields – from beauty and fashion, to local show business, to publication. The 150 women consisted of women from various backgrounds to further push the brand’s relevance across the market. Finally, the brand launched the country’s first-ever print roadblock, having all of Cream Silk’s 4 endorsers grace the cover of the Philippines’ top 6 beautypublications. Suffice to say, the grand celebration quickly created buzz nationwide across multiple platforms.

The Situation

Since 1984, CreamSilk - a local jewel, the heart of Unilever Philippines, and the leading Conditioner in the country has been giving Filipinas soft and smooth hair that shampoo alone cannot give. However, in recent years, the entry of new players like L’oreal and Dove, and efforts of its main competitor – Pantene, have changed the category landscape. The onset of new players has somewhat altered the perception of consumers toward Cream Silk. It was starting to be seen as an old, longstanding brand because of its heritage, ultimately resulting to competitors slowly catching up to the brand’s lead.

The Strategy

To change the perception of some that Cream Silk is an old and dated brand, the team had to make sure that it remains relevant to modern day Filipinas. From being old and dated, the brand needed to show that it is taking beauty to the next level, to a whole new era of beauty. Cream Silk establishes that it stands for modern day Filipinas by helping them become beyond beautiful through its 30th Anniversary celebration – Cream Silk at 30: Cream Silk’s 30th Anniversary Ball, the biggest celebration of beauty only by the biggest hair care brand in the country.