Haircare is the most cluttered category in Vietnam. For Sunsilk, Unilever’s shampoo brand, it is hugely challenging to stand out on a commonly owned platform of “soft & smooth” and differentiate the brand.
We needed to enhance our consumer loyalty by 1% in this over-crowded space, and increase sales by 15% - simple yet ambitious targets!
During research, we found that the way the girls touch their hair reflects their immediate emotions. Hence the Sunsilk Hair FingerComb Language was created.
With our target audience (girls between the age of 20 and 28) glued to their mobile phones, actively using chat app Zalo, and passionate about trendy and cute mobile Chibi drawings, we leveraged romantic “love rival” video, rich media banners, social media, online PR, and most importantly, specially designed Zalo Chibi Maker Tools to entertain and engage them.
As a result, Sunsilk became the only FMCG brand to rank on the Top 5 Zalo Page with 100K+ followers, and 67% of the Sunsilk target audience (6/9mn) on Zalo was reached within 1 month.
The loyalty volume increased by +4.6% (vs. the target of 1%) and sales grew by 22% (vs. the target of 15%), well above the set targets.
The campaign was also awarded a Gold in Mobile Marketing Association’s SMARTIES Global Awards 2015.