When it comes to strong hair, all brands show it with the hair pull. So we changed the game. Traditional violin bows use horse hair, known for its strength. But what if we used human hair? Will it be as strong?
Cream Silk, the No. 1 Hair Care brand in the Philippines, gives up to 10X stronger hair. To demonstrate, Cream Silk collaborated with renowned bowmaker, Paul Goh, in creating Human Hair Violin Bows, using hair treated with Cream Silk.
Last October 17, Cream Silk staged the “Cream Silk Hair Sonata: The World’s First Hair Symphony Orchestra”, a once-in-a-lifetime celebration of beauty, music and art through the biggest and 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.
Hair Sonata became a national news event, covered live simultaneously by 7 TV networks, seen by over 19,300,000 viewers! Online, Hair Sonata liveblog and livestream garnered 4,559 and 1,547 views respectively, reached 40% of Philippine Twitter users on event night and became among the Top 10 Most Read News Online!
The campaign resulted in an 85% increase in Facebook fans with record-breaking 22.4% engagement rate (vs. Norm of 5%), generated 264,163,766 digital impressions and €740,000 in earned media! Hair Sonata helped Cream Silk grow by 17%, reach its highest-ever penetration and highest market share in 2 years.
Not only can strong hair be seen; now, it can be heard.