When it comes to hair brands promising the benefit of strength, the usual medium and execution is a TV spot with a shot of the generic hair pull. So we changed the game and went beyond this to a world quite different: the world of music.
Violins play the most beautiful music, and traditional violin bows use horsehair, known for its strength. What if we used human hair? Will it be as strong?
Last October 17, Cream Silk staged the “Cream Silk Hair Sonata: The World’s First Hair Symphony Orchestra” and the FIRST EVER use of a symphony orchestra as a brand communication medium. Behind the idea is a pioneering collaboration with bow maker Paul Goh who created Human Hair Violin Bows, using hair conditioned with Cream Silk.
It was an unprecedented celebration of beauty, music and art through the most beautiful demonstration of hair strength in the world. Featuring a 42-piece orchestra, using human hair violin bows, it was a historic performance attended by 300 top celebrities and influencers.
(Source: Unilever/ advertiser data)
The campaign resulted in an 85% increase in Facebook fans with record-breaking 22.4% engagement rate (vs. a norm of 5%), generated 264,163,766 digital impressions and 910,000 US dollars in earned media. (Unilever/ Advertiser data and post campaign tracking)
The campaign helped Cream Silk grow by 17%, reach its highest-ever penetration and highest market share in 2 years. (Advertiser data and Agency Research)
Not only can strong hair be seen; now, it can be heard.