On the business side, the market competitions in the Shampoo categories are very high, with many brands targeting the new generation. Mainly focus on functional benefits and try to promote the efficacy of their products. In this category, when

consumers are addicted to one brand and believe it is suitable for them, they eventually become brand loyalty users. With the cluster of competitors and market environment, creating the differentiation with the understanding of consumers'

insight is one of the keys that we can be outstanding in the target's perceptions.

Engagement Impact on Quantity

• Video Views: Over 16 Millions+ times (on YouTube Only)

-Engagement: Over 300,000 engagements in total (Like, Comment, Share, Retweet, Repost) via Social Media (Twitter, Facebook,

Instagram Etc.)

• Earned Media: Over 50 Publishers and Influencers shared this campaign story and talked about or mentioned this campaign

(Over 50 Million Impressions Combined)

Engagement Impact on Society

• This campaign inspired people & organizations, especially Thai schools, to make changes to hair cut that are better for the

students. A great example was "Mattayom Wat That Thong School" canceling its policy for students to cut their hair:

https://twitter.com/jakkrittomtom/status/1524068905635184640

• Not only so, but we also see organizational rallies supporting this campaign - Change.org Thailand (A change.org petition with

#letthemgrow encourages netizens to sign a petition to give students freedom of hairstyle.