The Campaign

Introducing the SUNSILK CHEERKADA (from the Filipino word “barkada” meaning close group of friends): a fully customized motivational campaign for girls to stay on track when they were about to give up on their goals! At their most vulnerable periods in the year, we gave every girl a much-needed boost by personally motivating each one of them, with our Sunsilk endorsers acting as their online cheerleaders.

Creative Execution

On January 1, Sunsilk began gathering the new year’s resolutions of girls from all over the Philippines through social listening. By February, the hair brand began cheering them on: The Cheerkada, comprised of 3 celebrity aspirational icons, was introduced in a series of videos which cheered for girls everywhere. These videos were then customized based on their online search behavior. This means that every time a girl would search for content related to their own goals, Sunsilk served tailor-made videos as real-time customized reminders for them to continue working towards their targets. And for every post, comment, and tweet about goals, people were surprised with a personalized pep-talk from our Sunsilk endorsers who cheered each one of them in a unique way, wherever they were online. For girls who successfully achieved their goals, Sunsilk surprised them with special kits so they could keep achieving knowing that Sunsilk will support them!

Because Sunsilk continuously cheered girls on, the challenger hair brand saw a rise in market share by a stunning 1.7 points, while the market leader Palmolive suffered a reported loss of 1.3 points during the same period. The brand reported a growth of a total 14%––almost 3 times faster than the growth of the total shampoo market (4%) For its unique approach to the topic of #goals, the campaign garnered over 6 million views, 200% more than the projected target, a View Through Rate that is 22.54% above the industry benchmark and 361,000 engagements on social. With Sunsilk, girls stopped making excuses to reach goals and instead were empowered to finally achieve them without worry! Goals? achieved!

Google trends and social media mentions revealed that the goals which girls set in 2016 fell under 3 main categories: FITNESS GOALS, TRAVEL GOALS, and SQUAD GOALS. Sadly, with the rising trend of these goals, data also revealed a rise in online mentions of excuses that came shortly after. Sunsilk wanted to find a way to counter the behavior of these determined girls, who are ready to enjoy life but held back by constant self-doubt. The brand saw the pivotal roles of Search and Social Media where the market primarily seeks advice and shares her progress towards achieving goals. Recognizing that the journey is riddled with excuses and frustrations, Sunsilk took every opportunity to arrest online moments of weakness to help girls go for their goals all the way.