Unilever’s first and largest shampoo brand, Sunsilk is on an ambitious journey to be No. 1. To become the leading player, we had to be the brand most loved by Filipinas. Not an easy task for a 60-year old brand to connect with a target market that is made up of young girls (18-25 years old), who are young, fun, social and always-on-the-go. Hinging on the Filipinas’ desire for shape & fragrance, we activated our leading variant (Pink) to fuel girls’ game for anything attitude with smooth and “bangong-gigil” hair, a colloquial expression encapsulating our fragrance superiority. However in the cluttered space of advertising where multiple brands compete for consumers’ attention, it wasn’t enough for our products to be relevant, Sunsilk needed to be creative and disruptive. Objectives and success factors were increased brand saliency, equity, penetration and market share in order to narrow the gap versus the market leader.

Engaging Social Media Influencers

To spark interest, we got our current roster of endorsers on Periscope and Facebook Live prior to the launch to drop hints on the new Sunsilk endorser. The more clues, photos and videos we published, the more girls tuned in and engaged!

Authentic, Relevant and Talkable Content

Through their mobile phones, girls from all over the Philippines joined in the much-awaited Sunsilk Party and got to know Kathryn through different fun-filled activities. From never-been-asked questions, to surprise parlor games and crazy dares, Kathryn proved she was definitely game all day with smooth and “bangong-gigil” hair on her side! The party was filled with Kathryn’s always game spirit and tons of Periscope hearts as she was warmly welcomed by girls all over Philippines as the newest Sunsilk girl.