Brief Explanation

Hair care is one of the top three categories for spending in Vietnam advertising. Yet we had our hair in a tangle as more than seven brands in this category had made communication highly competitive, leaving consumers confused. Sunsilk Shampoo enjoys moderate equity and has always been synonymous with “Soft & Shine” but for young girls in Vietnam, “make hair soft & smooth” has become a commonly owned platform diluting the differentiation. How could Sunsilk find something credible that could lead to differentiation in the cluttered category with common brand promises? The business objective? Increase brand Loyalty +1%.

Results and Effectiveness

Sunsilk girls on Zalo loved Hair FingerComb Language & Chibi! And the results said it all: • Sunsilk became the only FMCG brand to rank on the Top 5 Zalo Page with 100K+ followers. • Approximately 2,500 engagements per feed on Sunsilk Zalo Page • Over 75K photo submissions, 32K Chibi drawings created • Over 2mn Sticker Downloads, 260K Chibi stickers used per day • Over 600K Views on YouTube + ZingTV within 1 month. • The loyalty volume increased by +4.6% (well above our target of +1%) • Campaign contributed to an impressive sales growth of 22% in 2014.

Creative Execution

Nearly 67% of our target audience are active users of Zalo, the most popular mobile chat app in Vietnam. Chibi drawing, a cute mini cartoon, has been very trendy on Zalo among Vietnamese girls. Campaign started with a viral video about a geek trying to understand the HairComb language used by his dream girl. Following the video, a fan-page was launched and promoted on Zalo. Users could create their personal Chibi drawing by sending photos to the Zalo page. A Chibi Maker Contest was then launched. Winning stickers were released within a Hair FingerComb Language Collection on Zalo Sticker Store.

Insights, Strategy and the Idea

Our target audience are young girls of 20-28 year old. Having long, soft and smooth hair is an integral part of their identity. Mobile is their “always-on” ally with favorite activities such as uploading photos and online socializing with friends - an ABSOLUTE MUST. During research, we found that the way the girls touch their hair reflects their immediate emotions. When a girl touches her hair, there are many reasons for the way she touches it. Eureka! An idea has been born! Sunsilk Hair FingerComb language: a visual dictionary that decodes the meaning behind every touch.