The Shortlist
CAMPAIGN
All Things Hair
AGENCY
OgilvyOne Worldwide Manila
CLIENT
Unilever
BRAND
All Things Hair
DETAILS
Local hair-related queries in Google have rapidly grown in three years. Although there were a lot of international blogs and tutorial videos available online, there was a lack of a single platform for hair inspiration that was locally relevant for Filipina women.
 
As the #1 hair company in the Philippines, Unilever’s priority has always been to deliver on women’s hair needs. So, in collaboration with Google, the biggest hair brands, and top beauty experts, All Things Hair was launched as the first-ever local online channel for hair solutions housed in YouTube.
 
But more importantly, All Things Hair innovated how brands provide content to women by developing relevant video tutorials based on what women specifically search for online. It has been revolutionary as it introduces a different and engaging way to address women’s hair care needs online.
 
CAMPAIGN
Raymond A Ram - A Sheep in Wolf's Clothing
AGENCY
Match Media
CLIENT
RAMS
BRAND
RAMS Home Loans
DETAILS
The Home Loan category in Australia is extremely competitive. RAMS couldn’t out-spend, or even match, the market. RAMS needed a new growth strategy.
 
With Google making the biggest change in the history of ad-words, they announced an industry best practice approach to the system and setup recommendations.
All financial institutions followed suit, but not RAMS!
 
We took advantage of that fact that all financial search campaigns would switch to the Google recommended structure. By taking a contrarian view we out-positioned the competition delivering a 17% increase in conversion rate for RAMS, driven by
mobile searches.
 
By standing out from the pack we delivered outstanding results. Mobile leads now account for 20% of all RAMS leads, up from 5% the previous year, and we delivered $140 million of additional written business.
 
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