The Hair Care category is one of the biggest advertising (TV, radio and print) spenders in the Philippines. A shampoo brand is the number one spender and it’s joined by two other hair care brands in the list of the top 10 biggest advertising spenders in the country. (Source: Kantar Media, 2014)
It’s a mature category with nearly 100% household penetration (Source: Internal Unilever Data) so brands are aggressively communicating beauty superiority to steal shares from one another. Unilever, as the company with the most number of hair care brands under its belt, is no stranger to this strategy.
Unfortunately, by focusing on building up brand superiority, we’ve managed to alienate several consumers. Non-users felt that our brands were too intimidating. Current users felt that we’ve been communicating the same messages over and over again. This led to flat growth for our biggest brands, and thus, for our entire hair care portfolio. (Source: Internal Unilever Data)
To win the hair care war, we knew that we needed to change our battle cry. From talking about our brands’ superiority, we needed to re-focus our efforts on what matters most to our consumers.
We turned to search to learn more about what’s keeping our consumers up at night. As it turns out, finding the perfect hairstyle is one of their top-of-mind concerns. According to Google, there are 5M searches around this category in the Philippines monthly. And there is no single brand or content portal addressing these queries locally.
Using the insight on search behaviour as our secret weapon, we embarked on the journey of creating the first integrated branded content and e-commerce portal for All Things Hair.
All Things Hair innovated how Unilever engaged consumers online. Instead of using demographics to define a target market, they put search intent at the heart of their digital strategy. Instead of having single-brand campaigns, they created a total hair portfolio platform for the first time ever.
To this day, we continue to be the #1 hair-related brand channel on Youtube in terms of views and subscriptions in the Philippines. We also corner 66% of the local hair-related searches locally. But more than just a digital media accolade, this platform has also proven to be an effective marketing effort by growing the market share of the entire Unilever hair portfolio to 2.6x its next biggest competitor. (Source: Internal Unilever Data)