ALL THINGS HAIR

TitleALL THINGS HAIR
BrandUNILEVER PHILIPPINES
Product / ServiceHAIR CARE
CategoryA09. Original Branded Digital or Social media
EntrantOGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Entrant Company OGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Contributing Company OGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Production Company GOMOTION Makati City, THE PHILIPPINES

Credits

Name Company Position
Ca Abrigo OgilvyOne Worldwide Manila Associate Creative Director
Maffy Tamayo OgilvyOne Worldwide Manila Account Director
Mike Sicam OgilvyOne Worldwide Manila Executive Creative Director
Rose Dangoy OgilvyOne Worldwide Manila Art Director
Mark Telan OgilvyOne Worldwide Manila Account Director
Ange Nunez OgilvyOne Worldwide Manila Account Manager
Toto Chichioco OgilvyOne Worldwide Manila Agency Producer
Tricia Bucag OgilvyOne Worldwide Manila Senior Account Manager

The Campaign

In the Philippines, online hair-related queries have grown three times in the last 3 years. In fact, hair care has been the most searched personal care and beauty topic among women with more than 75 million annual hair inquiries on Google. These women turn to Youtube to look for the latest hair tips and tutorials available to give them solutions to their hair concerns. Although the demand for online hair content is high, Google researches show that these women are not getting the solutions they are seeking as there is no single platform addressing their hair needs and no local brand addressing these hair searches and the need for content. There is difficulty in navigating the web full of information most especially in finding the right and relevant content online.

Results

As the #1 hair company in the Philippines, Unilever’s priority has always been to deliver on women’s hair needs. In collaboration with Google, the biggest hair brands, and top beauty experts, All Things Hair was launched as the first-ever local online channel for hair solutions in YouTube. What made this platform unique was in the way that the Unilever brands engaged with the consumer. Instead of the traditional format of branded advertising that pushes product messaging at the forefront, All Things Hair provided utility and relevance by developing hair care content and inspiration based on what women search for online. Furthermore, Unilever’s expertise in hair care, with its robust portfolio of hair care brands including product solutions to damaged hair, dry, dull hair and dandruff among many others, added a credible voice to each content. We partnered with Google, the biggest search engine, to determine the top searched hair queries in the Philippines. We used these as topics to create relevant video content to be housed on the All Things Hair channel. Also, a solid search strategy was developed to guarantee that when women search for hair care, they are presented with the relevant All Things Hair video. To make the content highly engaging and authentic, the most renowned online beauty vloggers in the country took consumers through each hair tutorial step and recommended products to match each hairstyle, making it easy for women to recreate each look anytime, anywhere. To close the loop, any product mentioned on the All Things Hair video can be bought directly on the channel through a real-time integrated e-commerce system in partnership with Lazada and Zalora. Thus, women weren’t just given a product recommendation but also a convenient way to purchase and achieve the hair solution they were seeking for.

All Things Hair made finding relevant hair inspiration online even more convenient for women by allowing them to instantly find the right solution for the hair concern that they are searching for. And since every woman’s hair is unique, the All Things Hair YouTube channel was made even more interactive by allowing women to personalize their video search results based on their specific hair concerns. Women could easily find videos based on filters such as making their hair straight or curly, they could even filter videos based on their hair color and hair length.

• 65% of hair-related Google searches were led to an ATH tutorial, generating 14M video views. • Generated 500M digital impressions • The videos gained 51% average retention rate, higher than the industry average at 20%. • The ATH online video ad format also proved to be effective with 45.9% view through rate, which was higher than the 15% industry standard. • Millward Brown’s digital study showed that the All Things Hair video format made the content 4x more enjoyable and 3x more appealing than traditional branded advertising, making the products on the channel 3x more likely to be purchased.

Unlike traditional advertising, All Things Hair used online branded content through: - Developing hairstyle tips and tutorials on Youtube that follow the format of organic user generated tutorials online - Featured hair care products are seamlessly integrated into the hair tutorials as necessary steps in achieving the hairstyle for each tutorial - The key messages of each brand are weaved into relevant hair solutions that consumers are searching for online