2018 | Finalist | Best Integrated Media Campaign
Advertiser: Unilever Malaysia Brand: Sunsilk Creative Agency: - Credits: -
Competitor (Safi) using religious undertones in its communication has garnered market share. Reconnect with the Malay consumers with an authentic proposition to gain market share from competition without religious link.
Insight, Strategy and the Idea
Through research, we chanced upon the perfect insight: “Malay Hijab wearing consumers generally washed their hair every alternate day, but struggled to keep freshness last long.” Sunsilk decided to provide solution to this particular problem. Brand team convinced their regional/global leads to introduce an innovative localized product range in 2017, covering all hair issues faced by Hijab Wearers such as…sticky scalp, hair fall and dandruff. Hijab became a unique solution for brand communication with Malay women New Sunsilk provided up to 48hrs of freshness and fragrance, and that’s how a complete new range of product was added to the portfolio under– ‘Sunsilk Hijab Recharge’. We partnered with Aidi Juma (a popular hijab brand) to launch the Hijab Recharge Range for Sunsilk, and scarves were used to bolster Sunsilk’s penetration among the core Malay audience.
Media Execution: The campaign was amplified with a well-rounded, integrated media campaign covering… Newspaper 1. Sunsilk scented + Full Wrap + Stick on sachet – Harian Metro 2. Sunsilk scented + Stick on sachet – Berita Harian 3. BH Fiesta Muslimah – 2nd – 4th Jun 2017 – Lead Sponsorship Magazine – Hijabista Magazine Cover Look & feel : Enhanced the campaign awareness and exposure, we got Datin Norjuma to wear the Sunsilk Aidijuma scarf on the cover page together with product features. Digital 1. Used Facebook and Instagram Post for awareness seeding 2. Facebook engagement post a. #SunsilkHOTD (Selfie Raya hijab of the day) b. Share your hair problems with Sis Suria. 3. Youtube a. Phase 1: To generate awareness of Hijab recharge range (Sunsilk Hijab Recharge covers all your hijab hair problems) b. Phase 2: Defy stereotypes and tackle hijab hair issues with Sis Suria OOH a. Dressed up 10 Mydin Hypermarkets b. LED Screen in Nu Sentral – KL Sentral (Twins Screens) c. 3 Sides LED Truck d. Spectacular – MRR2, Jalan Kuching and Federal Highway
Results and Effectiveness
We witnessed, the highest ever market share jump post the launch. By mid of 2017 we were already half the size of Safi Shayla in just 1st Quarter of media launch. MARKET SHARE – VALUE Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 SSK Hijab 0 0.4 1.1 2.7 2.4 2.8 Safi Shayla 5.6 5.8 5.5 5.3 5.5 5.6