SUNSILK GAME FOR ANYTHING (DAYPARTING) MEDIA STRATEGY

TitleSUNSILK GAME FOR ANYTHING (DAYPARTING) MEDIA STRATEGY
BrandUNILEVER PHILIPPINES
Product / ServiceSUNSILK SHAMPOO
CategoryA01. Fast Moving Consumer Goods
EntrantONE DIGITAL MEDIA GROUP Pasig City, THE PHILIPPINES
Idea Creation ONE DIGITAL MEDIA GROUP Pasig City, THE PHILIPPINES
Media MINDSHARE PHILIPPINES Taguig, THE PHILIPPINES

Credits

Name Company Position
Patti Sandico One Digital Media Group (1DMG) Senior Account Manager
Jill Aquino One Digital Media Group (1DMG) Managing Director

The Campaign

Traditional media was seemingly not enough to reach an audience that watched less free TV versus online media consumption. Sunsilk decided to activate on “new TV” namely, Youtube and Facebook. These 2 channels coupled with radio and out-of home served as the main platforms for the campaign. Channels were also selected as they fit perfectly with the on-the-go lifestyle of the target market and allowed us to fully execute the creative idea: Game All-Day! To create an impression and connect with Filipinas, we created video content that was not only relevant but also very disruptive and impactful. In order to inspire our girls to be game for anything all day long, we had to be game all day as well and deliver of our message from a.m. to p.m. Different materials were run depending on the time of day to increase relevance and relatability.

Creative Execution

A first by any brand in the Philippines, the videos featured our new celebrity ambassador Kathryn Bernardo conversing with the viewing audience during a morning commute, lunch out with her crush or spontaneous meet up with friends at night. Videos reinforced the product benefit through the message: with smooth & “bangong-gigil” hair, you’ll always be game for anything that comes your way! We brought this digital idea to life through other massive and strategic channels. We used both radio and LED billboards, which transition in real-time from morning, noon and night. Whether our girls were on their desktop/mobile devices, on the road or listening on-air, no matter the time of the day, Sunsilk fired them up with smooth & fragrant hair and game for anything attitude!

Prior the campaign, Sunsilk Pink had a marginal lead vs. its competing variant. Therefore, the objective for a stronger, more relevant and impactful campaign on Pink was to widen and cement Sunsilk’s lead. The results of the campaign however, also allowed Sunsilk (as a total brand) to increase shares and narrow the gap vs. the industry market leader. Outstanding video performance due to relevance and timeliness • 12.3 million video views for all videos • 24% full video completion rate • Recognized as Youtube’s best-in-class video with 19.2% lift in ad recall • Unique remarketing strategy result to 33% uplift in views Business results • Awareness: +7pts, overtaking leading brand • Penetration: +700 bps, sourced directly from leading brand • Brand Equity: overtook leading brand, becoming #1 most loved shampoo • Shares: Sunsilk Pink strengthened position as #1 variant. Shares increased by +220 bps narrowing gap vs. market leader. *All results shared in this document should be deemed confidential.

Prior the campaign, Sunsilk Pink had a marginal lead vs. its competing variant. Therefore, the objective for a stronger, more relevant and impactful campaign on Pink was to widen and cement Sunsilk’s lead. The results of the campaign however, also allowed Sunsilk (as a total brand) to increase shares and narrow the gap vs. the industry market leader.

Insights, Strategy and the Idea

The target audience's always-on and on-the-go lifestyle meant digital and mobile would be key to capturing our girls in a very fun and personalized way. We employed a time-targeted media strategy that allowed us to deploy several videos at the right place, time (morning, noon and night) and most relevant occasions (morning commutes, lunch in the office, and nights out with the girls). The objective of the content along with the day-parting strategy was to get girls fired-up and encourage them to be game for anything and just go for it with their “bangong-gigil” hair. Sunsilk engaged with them across strategic channels such as mobile, radio and out-of-home, making sure that they were hit by our messaging all throughout the day (and night).

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