This is an unbeatable story from China about how we reignited sales growth for Unilever’s Clear shampoo. It’s a story about how we created the country’s largest syndicated branded entertainment show, “Unbeatable,” which was viewed on TV by over 440 million Chinese (⅓ of the population) and watched online a staggering 720 million times.

It’s a story about how we delved deep to understand the issues facing the brand and from that took the brave decision to defy established category norms and shift the focus and method of our communication. Ultimately, it’s a story about effectiveness. And you’ll be pleased to know, it has a happy ending.

In a category with annual sales of over US$3b, we increased our brand’s value sales by 39% and saw our market share reach a record high.