We wanted to communicate that CLEAR is ‘a brand for winners’ in a unique and compelling way so we moved beyond using traditional personal care advertising like TV ads and magazines.

Instead, we developed a tailor-made branded TV drama where we fully integrated CLEAR into the content.Titled Unbeatable, the 36 episode TV drama featured plenty of young, successful characters in a fashionable white-collar environment.

We made this a major cultural event, securing prime time placement - the largest syndicated network of any drama with five leading satellite channels including China’s top-six online video sites.

We also developed a fully integrated social media strategy around the series where the story was given depth and unfolded across online character-blogs, online-forums, social-communities and microblogs.Our activation included an original theme song and music video, a 15 sec TVC using Unbeatable stars, behind the scenes content, live online cast interviews and chat, fan-forums, a social-network game, Unbeatable microblog, thematic in-store promotions and a 48 hour PR blitz at launch.

The show created a mass following - both on and offline.Over 447 million Chinese watched Unbeatable on TV – one third of the population. Unbeatable was rated the top branded drama on Chinese TV.Over 720 million online video views were delivered, with 48 million searches.

13 million people followed the Unbeatable micro-blog and Unbeatable was the third most popular tweet term within a day of the show’s debut.90% of Unbeatable viewers correctly associated CLEAR with the show.In the month of broadcast, CLEAR’s market share set a record high, increasing 24% versus the previous year’s average. ROMI was over 740%, making it UNILEVER’s most successful campaign in China.Clearly “Unbeatable” on all fronts!