The Campaign

Cream Silk, a local jewel, heart of Unilever Philippines and the leading conditioner has given Filipinas soft an smooth hair that shampoo alone cannot give. However in recent years, the entry of new players L’oreal and Dove and the efforts of main competitor Pantene have changed the category landscape. The onset of new players has somewhat altered the perception of consumers toward CreamSilk. 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. To change this consumer perception, the team had to make sure that it remains relevant to modern day Filipinas. To do this, the brand celebrated its 30th Anniversary by putting the spotlight on Beyond Beautiful Filipinas through Cream Silk at 30: Cream Silk’s 30th Anniversary Ball. CreamSilk joined forces with the country’s top beauty publications and assembled 150 new brand ambassadors, all carefully handpicked as each one is recognized and well respected in their respective field – from beauty, to local show business, to publication. The 150 women consisted of various age groups and backgrounds so as to further push the brand’s relevance across the market. More than ever, the brand continues to prove that even after 30 years as market leader, Cream Silk is still indeed an ever-innovating and ever-relevant brand that sets the gold standard for beauty and hair care expertise for the Beyond Beautiful Filipina.

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 was the perfect opportunity to do it. The team had to create massive awareness and excitement around Cream Silk’s 30th Year Anniversary and grow the brand 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-innovative and ever-relevant brand.

Results

The celebration revealed the country’s first print roadblock, owning the cover of the country’s top 6 beauty publications and was covered live by 6 TV networks. Garnered press pick-ups on various publications and blogs worth over P12,000,000. The brand generated 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 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 3 decades of hair care expertise in the Philippines, Cream Silk has been and will continue to be an ever-evolving and ever-relevant brand for the Beyond Beautiful Filipina.

Execution

Cream Silk got Anne Curtis, the hottest celebrity and epitome of a modern day Filipina to be its latest endorser. It also joined forces with the country’s top beauty publications and assembled 150 new brand ambassadors, all carefully handpicked as each one is recognized and well respected in their respective field – from beauty and fashion, to local show business, to publication. The 150 women consisted of women from various backgrounds so as to further push the brand’s relevance across the market. The star-studded press event was attended by Manila’s most fashionable and Beyond Beautiful Filipinas and was supported by some of the country’s top fashion and beauty publications. It was truly a night to behold, giving tribute to Filipinas all over, proving that with Beyond Beautiful hair, there are limitless possibilities.

The Situation

Cream Silk’s heritage coupled with efforts of new players in the category and its main competitor Pantene, affected how consumers view the brand. They were starting to see it as a brand that is old and outdated. To celebrate its 30 years of hair care expertise, the brand decided not to highlight its history but the Filipina. Cream Silk’s role is to enable these confident, unstoppable and limitless women to achieve beyond beautiful hair. Cream Silk needed to bring itself forward into a new era of beauty with the Filipina at the center of it all.

The Strategy

To change the perception of some that Cream Silk is just an old 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 the modern day Filipinas by putting them in the spotlight and 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.