Sunsilk is one of the Philippines’ leading shampoo brands, offering smooth and fragrant hair to Filipinas for over 20 years. With the Philippines’ tropical weather characterized by intense heat, and high humidity, the need for hair protection continues to grow.

The brand is slowly recovering in 2022 coming from a 2020 decline, with an opportunity to turbocharge its growth by launching its best-ever blend of vitamins, oils, and proteins for consumers’ hair needs – keeping Filipinas’ hair smooth & fragrant all day despite exposure to dust and pollution.

The objective of the campaign is to successfully relaunch Sunsilk, a heritage shampoo brand in the Philippines, among Filipinas and drive awareness of its new product formulation by communicating the value of its best-ever blend of vitamins, oils, and proteins to consumers, targeting double-digit growth of 10%.

As one of the top shampoo brands in the country which caters to Females 15-34, has always communicated a fun and youthful image, frequently showcasing a group of friends enjoying their time and achieving endless possibilities together.

After more than two years in the pandemic, the burden of having to face another day in lockdown became more bearable with friends, content creators, and brand communities encouraging optimism that they will get their lives back. Sunsilk saw that a positive presence in social media with a focus on the social entertainment space will be a key strategy to winning Filipina consumers.

These Filipinas are sharing through social entertainment how they are ready to take back the last 2 years. They are optimistic and eager to manifest 2022 as their best year yet. They are aware that the new normal is upon them with social media as a main source of empowerment.

The Strategy is simple: Drive awareness of Sunsilk’s relaunch by maximizing social entertainment and introduce its best-ever formulation by latching on revenge travel to communicate its benefits.

With consumers languishing from the lockdowns, Sunsilk addressed these pain points in the space their consumers felt most optimistic about. Sunsilk offered on-ground storytelling from creator livestreamers and allowed real-time engagement from a live audience with the brand’s ambassadors to allow for a more authentic activation that also drives business results for the brand.

Revenge travel with your girlfriends is made possible with branded content, live streams, and creator partnerships

Sunsilk partnered with KUMU, a fast-rising Filipino app and live-streaming platform that fosters authenticity among a growing base of creators and fans. Sunsilk executed branded content and live streams in key Philippine destinations with a group of girlfriends who create content and engage their live audiences in the effort to introduce Sunsilk.

Sunsilk, through KUMU, brought viewers to various travel destinations in the Philippines with a series of live stream content that highlighted the benefits of Sunsilk’s best-ever shampoo:

1. 12 Kumu Creators with their hairkadas go live for a revenge travel edition that puts their hair to the ultimate test in 12 key Philippine destinations.

2. A live branded segment in Kumu’s channel featuring The House of Collab where they discuss their bucket list of places they wish to visit. This was promoted using THOC’s social platforms with post-recordings for those who missed the lives.

3. Mounting Kumuserye “Let Your Hair Down,” a live improv series that follows the journey of four girls who find themselves manifesting their goals through self-discovery and friendship with the final episode celebrating a destination reunion in La Union.

4. Sunsilk Virtual Gifts: Animated flower crown and Sunsilk Karlita “stickers” that a user gifts the creator.

It also garnered outstanding results:

- Sunsilk’s total brand turnaround was at 12% growth, achieving a +2% increase versus initial target! This was driven by its core Activ-Infusion variants: Sunrise Smooth & Manageable with Activ-Infusion and Sunsilk Strong & Long with Activ-Infusion, and both were growing double digit at 15%!

- Average livestreamer marketing engagement rate at 3.91x performed with 38,428 live views (vs. 16,440 target)

- THOC branded segment on Kumu channel received 43,461 live views with 16,529 live comments in just 3 hours. Individual branded livestreams of THOC creators also received 45,372 live views (vs. 22,500 target).

- Sunsilk Kumuserye received 189,737 live views (vs. 65,815 benchmark) beating the previous #1 Kumuserye by 68%. 

- Sunsilk’s virtual gifts total impressions at 14,595,162 (vs. 10.5M target)

- The in-app ads received 20,175,714 total impressions (vs. 3,893,808 benchmark) with an average CTR of 2.12%.