Creative Execution

Our idea was to recruit “Hat Heroes” as our micro influencer as they suffer from scalp and dandruff related problems the most and position Clear as an anti-dandruff expert. Through this campaign, we invited over 100 uniformed heroes to participate in a light-hearted event. We filmed a music VDO of their day at work, captured their emotional journey and finally recognized their invaluable contribution to the society. This music VDO was promoted in Youtube and FB. The VDO also became viral VDO. The selected heroes became online influencer who now have thousands of followers To get scale, mass audience were served by dynamic assets to show various heroes’ on duty by targeting on Hat Hero Zone such as hospital. We leveraged contextual tentpole moments such as Police day, created short stories of our hat heroes, ending with thanksgiving from Thai people for their commitment and dedication for our wellbeing.

“Hat Hero” drove significant impact to brand both in terms of driving engagement and business impact From brand’s perspective, it is phenomenal success. • Awareness: 55% VDO “Hat Hero” view completion rate was the highest in Thai market and one of best in class in APAC. • Through leveraging right influencer and tentpole of hat hero days, we drove top class results in brand engagement o 21 million people (66% of Clear target) engaged to the campaign o 4 times of Facebook reactions engagement (like, love and share) comparing to global norm • Brand advocacy: 156 Hat heroes became social influencer with thousands of fans. • Brand Health Audit done by Nielsen, also showed healthy gains in “effective against dandruff” +3 pts VS before campaign active. In terms of business impact, Clear sales volume grew by 2% compared to previous year from Nielsen

The challenge therefore was to communicate that Clear shampoo is an expert AD solution to all dandruff related problems including to those who suffer the most, our “Hat Heroes” These unsung heroes are the utmost responsible, selfless, hardworking individuals doing thankless job. They work over a long holiday, some overnight and some on standby 24/7 ready for any emergency situations. They in fact are the most suffered lot from scalp problem and hence potential AD shampoo users. And to establish this connection, our strategy was to create an emotional and conversational journey of hat heroes, their highs and lows in life, thank and salute their hard work and contribution to society and offer them product to safeguard their scalp from a potential problem while in the line of duty. The role of Clear shampoo was that of an expert who never let hat heroes down.