Two Unilever campaigns by Mindshare and Ogilvy are the only shortlisted entries from the Philippines at the 2017 WARC Media Awards. Unilever’s “All Things Hair” YouTube Channel notched a place under the Data Category, while TRESemmé’s “Runway Ready” campaign gained a shortlist under the Channel Integration category. The WARC Media Awards is an international competition that examines the insight, strategy and analytics that power effective channel investment.
Unilever’s “All Things Hair” campaign by Mindshare & Ogilvy saw an opportunity to tap the 5 million searches for “hair” by Filipinos online, and to own the hairstyles and tutorials space. The “All Things Hair” YouTube channel became the content hub for hair tips catering to men and women. The campaign made use of real-time Google data to identify trends and topics for its video content. Unilever hair care brands were integrated into the videos while a Zalora link-out feature helped drive sales.
“Putting consumers first through data helped us unlock trends & insights to drive adaptive and agile content for All Things Hair in partnership with key publishers & leading influencers. Today, All Things Hair is a data-driven one-stop-shop for consumers to know about the latest hair trends & how-tos, and match it with the best top-to-toe look available in e-commerce. This integrated strategy of DATA + CONTENT helped us achieve outstanding results for the campaign,” said Steph King, Digital Director at Mindshare Philippines.
Meanwhile TRESemmé and agencies Mindshare & Ogilvy decided to tap internet retailing and set the trend by hosting the first shoppable digital campaign in the country. By putting its annual hair event Runway Ready at the center, TRESemmé had unprecedented growth – successfully scaling its reach and distributing its products nationwide.
“As if mounting the on-ground event wasn’t daunting enough, we chose to stage a shoppable digital runway show this year. We leveraged on our partner influencers to put the word out on the event, and strategically placed these on purposeful ad formats that allowed users to see the product in action. We leveraged on social media’s unique capability to create conversations and lifelike experiences with people via autoresponders, 360, stories and live ads. Moreover, we had to ensure that every social interaction led to an opportunity for a sale to happen,” said KC Papica, Digital Associate at Mindshare Philippines.
