Background

As the number one dandruff shampoo brand in Indonesia, Clear Men faced the dual challenge of declining sales and lower customer loyalty from its target audience. While Clear Men had significant brand awareness among this broad audience, brand traction did not lead to an increase in sales. In a market flooded with alternatives, it was crucial that this campaign stood out amongst the crowd and made a lasting impression with their target audience. Clear Men sought to win over its target audience by generating brand equity and recall by increasing user engagement through an interactive mobile campaign during the 2018 World Cup. The key to success was understanding that Indonesia is a social media-driven country and people are constantly seeking the latest happenings on various social channels. With compelling content and timely delivery on mobile, the campaign gave the audience exactly what they sought for at their fingertips.

Describe the creative idea

The creative strategy aimed to harness better brand equity and recall, as well as create a stronger bond to garner loyalty among the Indonesian men, through the use of mobile technological innovations. Backed by a three-pronged technology approach, the mobile campaign was built to provide world-class customer satisfaction through an in-depth coverage of the World Cup by providing live game results as well as key moments captured during the game. Indonesia is a social media-driven country, and at any given moment the sentiment of consumers can be identified (e.g., positive, negative, neutral) and leveraged via an API integration to deliver agile content and dynamically generated rich media creatives. The Clear Men mobile campaign was able to stand out amongst the competition during the World Cup event and engage with its sports-minded, media-savvy mobile users with relevant content and social sentiments that were populated onto the rich media mobile ad.

Describe the strategy

Clear Men sought to win over its target audience of sports-minded and mobile-savvy Indonesian millennial men, as football is the national sport of Indonesia and almost every Indonesian man is a football fan. The World Cup in June and July 2018 presented a perfect opportunity to connect with the target audience through their love for the sport. This campaign focused on providing a world-class customer experience through in-depth coverage of the World Cup through the use of mobile technological innovations. Although the World Cup event was widely broadcasted on TV, mobile-savvy users have a tendency to turn to their mobile phones to share their sentiments as well as check the digital news for updates. In addition, mobile offers users the opportunity to interact and engage with mobile ads, allowing Clear Men the ability to see reports on real user engagement, a value-added perk which TVCs are unable to measure.

Describe the execution

There were three major components that helped this mobile campaign come to life: 1. Web content such as match schedules, standings, and video highlights were populated onto the mobile ad unit via an API integration. Captured photo & video moments of the match prompted a real-time update of the dynamic mobile creative, which was delivered straight to users’ mobile phones. 2. Real-time social listening was utilized to ascertain the prevailing messages through built-in custom algorithms, enabling Clear Men to collect and analyze social sentiments during matches. The dynamic creatives were updated in real-time, which delivered selected positive, negative, or neutral sentiments to the users' mobile phones. 3. With the help of a command center where all social feeds were closely monitored, editors were able to choose the best micro-moments to be delivered to users via the mobile ad unit in real-time, creating a dramatic increase in engagement. This was the first time that a live World Cup mobile ad had been delivered with such precision, context and impact in APAC, and achieved great breakthroughs in gaining higher brand equity and customer loyalty. Users were then led to an eCommerce site to purchase special World Cup edition Clear Men products.

List the results

Clear Men recorded a total of 50,000 social sentiments expressed on social media in Indonesia: 2.5 times of the industry benchmark. The campaign demonstrated increased brand traction through the interactive mobile ad, and how its compelling content had been vindicated by audience participation and interaction. Brand equity increased by 3% covering two key areas – 1. Effective against dandruff and 2. Understanding the needs of men. 55% of men interviewed in the post-campaign brand study chose Clear Men as their top shampoo. Through the use of mobile technological innovations, the ability to connect with the target audience through mobile reinforced the efficacy of the mobile campaign and built a deeper customer relationship during the same period. Market share grew by 11% basis points, leading them to become the top contributor of sales among the other shampoo variants from the brand for the first time in five years.