| Title | ALL THINGS HAIR |
| Brand | UNILEVER PHILIPPINES |
| Product / Service | HAIR CARE |
| Category | B01. Fast Moving Consumer Goods |
| Entrant | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
| Entrant Company | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
| Advertising Agency | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
| Production Company | GOMOTION Makati City, THE PHILIPPINES |
| 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 |
- We partnered with Google to determine the top local hair related queries. This became our basis for developing relevant video content for women. - A solid search strategy was developed so that when women search for hair care online, they could easily find the relevant All Things Hair tutorial on Google. - Top beauty vloggers took consumers through each tutorial, making it easy for women to recreate each look anytime. - And, any product showcased on the All Things Hair video could be bought directly on the channel through a partnership with e-commerce platforms.
Since launch, All Things Hair has been a huge success! 65% of hair-related Google searches were led to an All Things Hair tutorial, generating 14M video views. Women talked about their favorite All Things Hair tutorials, generating 500M digital impressions. The ATH online video ad format also proved to be effective and interesting for women to watch with 51% average retention rate, which was higher than the 20% industry standard. The All Things Hair video format made the content 4x more enjoyable and 3x more appealing than traditional branded advertising, making the products 3x more likely to be purchased.
Local online hair-related queries have grown three times in the last 3 years. In fact, hair care has been the most searched beauty topic among women with more than 75 million annual hair inquiries on Google. 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 and no local brand addressing the need for content. There is difficulty in navigating the web full of information most especially in finding the relevant content online. As the #1 hair company in the Philippines, the challenge was then on how to own these online hair queries and deliver on this unmet consumer need. So 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.