The brief was to build an upper funnel media strategy for Sunsilk to further capture its share of voice in the market with a new product launch. The primary objective of the campaign was to drive brand awareness and to ensure the Sunsilk brand stays top of mind among the target audience. In this brief, the client wanted to leverage offline media as they wanted the most direct way to drive to their retail; brand attribution also showed strong contribution for channels "near" retail". At the same time, the brand wanted to test more unconventional media channels that can help to address the gap and limitation of current offline media capabilities.

We gathered post-impression footfall data pushed by the location data provider and analyzed which DOOH screens are driving the most efficient cost-per-footfall to NTUC FairPrice supermarkets. We ranked 250 screens based on effectiveness in driving relevant footfall against the investment and recommended to shift remaining budgets based on each screen performance; 55% of the budget was allocated to the top 30 screens, 40% to top 31-84 screens, and the remaining 5% to the least performing screens. Also, screens located near colleges were deprioritized, as these screens were driving less relevant footfalls, as most audiences at these locations were identified to be non-supermarket shoppers based on the footfall data.

After media optimization, post-impression footfall to supermarkets increased by x1.15 and the campaign delivered -56% cheaper cost-per-footfall to supermarket as compared to the benchmark. Total brand saw sales uplift of +10% after the campaign launch, and +43% after the media optimization.

After media optimization, post-impression footfall to supermarkets increased by x1.15 and the campaign delivered -56% cheaper cost-per-footfall to supermarket as compared to the benchmark. Sunsilk’s natural range that the campaign promoted recorded a stunning 67% average weekly sales after the Watermelon and Mint launch (Aug & Sep) vs before (Jul & Aug). Total brand saw sales uplift of +10% after the campaign launch, and +43% after the media optimization. Sunsilk managed to steal shares from competitors and achieved the highest market share performance at 9.6% in 2022 for the total brand after the media optimization while its competitor Pantene recorded negative 40 bps.