Thailand in general has two major seasons hot & dry and hot & wet. Humidity remains consistent round the year making outdoor life “sweaty” leading to scalp and hair related problems including dandruff.

This problem is even higher among general working class. We come across several selfless “Hat Heroes” such as Police, Soldiers, Firemen, Doctors and Nurses serving the community in an unforgiving weather condition. “Dandruff” is a given and irritable problem in such profession as they wear head gear throughout the sultry day to protect themselves or keep up with hygiene. And to wash hair, Thais generally use normal shampoo hoping to wash away dandruff without realising the importance of using an anti-dandruff(AD) product with proven efficacy.

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.