SUNSILK PERISCOPE AND FACEBOOK LIVE PARTIES

TitleSUNSILK PERISCOPE AND FACEBOOK LIVE PARTIES
ClientUNILEVER PHILIPPINES
Product / ServiceSUNSILK SHAMPOO
CategoryB03. Social for Mobile
EntrantONE DIGITAL MEDIA GROUP Pasig City, THE PHILIPPINES
Idea Creation ONE DIGITAL MEDIA GROUP Pasig City, THE PHILIPPINES
Media MINDSHARE PHILIPPINES Taguig, THE PHILIPPINES

The Campaign

Traditional mass media was no longer enough to cut through all the clutter. And so, instead of using TV, which young girls use very passively these days, we gave them free access to a live, interactive experience they could enjoy using today’s “New TV”, our mobile phones! Our creative idea: Sunsilk Periscope and Facebook Live Parties, the First-Ever Virtual Consumer Launch allowing millions of girls to connect and interact with our newest celebrity endorser, Kathryn Bernardo. The brand was the first in the country to combine the power of Periscope and Facebook to transport millions of young, Filipina girls to the Sunsilk party, democratizing what used to be an intimate consumer event for a selected few, by bringing the live experiences online, building Sunsilk's brand love in a massive, modern and locally relevant way!

Creative Execution

Engaging Social Media Influencers To spark interest, we got our current roster of endorsers on Periscope and Facebook Live prior to the launch to drop hints on the new Sunsilk endorser. The more clues, photos and videos we published, the more girls tuned in and engaged! Authentic, Relevant and Talkable Content Through their mobile phones, girls from all over the Philippines joined in the much-awaited Sunsilk Party and got to know Kathryn through different fun-filled activities. From never-been-asked questions, to surprise parlor games and crazy dares, Kathryn proved she was definitely game all day with smooth and “bangong-gigil” hair on her side! The party was filled with Kathryn’s always game spirit and tons of Periscope hearts as she was warmly welcomed by girls all over Philippines as the newest Sunsilk girl.

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 however, also allowed Sunsilk (as total brand) to increase its shares and narrow the gap vs. the industry market leader. With just 2K euros, in just 24 hours, Sunsilk launched the First-Ever Virtual Consumer PR Launch achieving the following results: • Brand Saliency: Increased brand awareness by +7 pts o 1.5 million girls reached; 500 million organic impressions o 500,000 live views o 88% viewed through mobile o Trending topic for 2 days • Penetration: +700 bps sourced directly from leading brand • Brand Equity: overtook leading brand, becoming #1 most loved shampoo • Shares: Sunsilk Pink strengthened position as the #1 variant. Sunsilk shares increased by +220 bps narrowing gap vs. market leader

Engaging Social Media Influencers To spark interest, we activated our current roster of endorsers on Periscope and Facebook Live prior the launch to drop hints and clues about the newest Sunsilk endorser. The more photo and video clues we published, the more girls tuned in and engaged! Authentic, Relevant, and Talkable Content Using their mobile phones, girls from all over the Philippines joined-in on the much-awaited Sunsilk Party and got to know Kathryn Bernardo (Teen Queen of Philippine Media) in real time through different fun-filled activities. From never-been-asked questions, to surprise parlor games and crazy dares, Kathryn proved she was definitely game all day with her smooth and “bangong-gigil” hair on her side! The party was filled with Kathryn’s always game spirit and tons of Periscope hearts as she was warmly welcomed by girls all over Philippines as the newest Sunsilk girl.

Credits

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