Why is this work relevant for PR?

Cream Silk #100UltimateWomen is a celebration of accomplished Filipinas who have reached their ultimate: women who have made a name for themselves in their respective industries. With the goal of making a statement across all channels relevant to our target market, the brand’s main strategy was to employ PR to create rich content, opportunities and platforms for these 100 women to share their stories, take pride in their growth, and uplift other women in the process.

Background

Coming off a successful launch to establish the functional superiority of Cream Silk Triple Keratin Rescue with the promise of 'ultimately' beautiful hair, the brand wanted to further create desirability and brand love among its consumers. While Cream Silk Triple Keratin Rescue quickly generated impressive sales and market shares, there was still much to be done in terms of brand purpose and relevance that go beyond functional promise. How could Cream Silk communicate its advocacy of empowering Filipinas to be their ultimate with this new product? How could the brand further create and cultivate brand love among its consumers? And more importantly, how could the brand differentiate this from the previous campaigns that have been done in the spirit of Filipina empowerment? In order to achieve this, the brand intended to establish what being at one’s ultimate means and use this as an empowering tool to celebrate the Modern Filipina.

Describe the creative idea (20% of vote)

Cream Silk’s 100 Ultimate Women is a celebration of accomplished Filipinas who have reached their ultimate: women who have made a name for themselves in their respective industries and passions. For this campaign, Cream Silk gathered 100 Filipinas who are on top of their game in the hope of inspiring other women to reach for their goals. With the goal of making a statement across all channels relevant to our target market, the brand’s main strategy was to create rich content, opportunities and platforms to for these 100 women to share their stories, take pride in their growth, and uplift other women in the process.

Describe the strategy (30% of vote)

Cream Silk handpicked 100 women from different industries like business, fashion, fitness and beauty, to take part in this campaign. These women exemplify what it means to be a Filipina in this day and age: fearless, inspired, driven and in control. Cream Silk was positioned as the enabler for these women to exude confidence and be at their best, starting with ultimately beautiful hair. Cream Silk took on a content-driven approach to capture the attention of its consumers. Knowing that the target market is most active on Instagram compared to other social media channels, Cream Silk engaged the 100 influencers to create Instagram content to achieve a modern-day digital roadblock. The campaign employed an omni-channel approach which involved creating opportunities for the influencers to make and share content for their own feeds and for Cream Silk’s assets.

Describe the execution (20% of vote)

The 100 Ultimate Women chosen were accomplished in their own fields and had inspiring good-to-great stories. The women were invited to a content studio where they got to make cohesive content that were phased out strategically in the span of three months. The first phase generated anticipation for the launch via behind-the-scenes content to create hype for what was to come. The next phase established the manifesto of being ultimate via YouTube film, talking about what makes one ultimate and unveiling the girls. The girls then shared their stories on Instagram about how they climbed to the top and why they are at their ultimate. These stories encouraged other women to achieve their goals. Further amplifying the campaign was a Facebook Live in partnership with Preview.ph. It focused on how some of the girls achieved their ultimate and created a platform for the consumers to engage with the girls real-time.

List the results (30% of vote) – must include at least two of the following tiers:

The #100UltimateWomen campaign generated outstanding results in PR and influencer values: • 44M Total potential reach via 100 influencers • 110M Total impressions generated • 311k Euros in PR Values for all executions vs. spend of 58k Euros • 30M Total Influencer Reach In terms of sales, Cream Silk Triple Keratin Rescue performed well in the haircare category as proven by the following highlights: • The launch of Triple Keratin Rescue saw the brand’s highest share in two years with 153bps • Premium haircare for Cream Silk overtook its main competitor in just two months since launch, and now has become almost double the size of main competitor • Sales grew for total brand at 8%, with Premium hair care category (Triple Keratin Rescue) at a double digit 69% growth