MANILA – Twitter is proud to partner with Cream Silk Philippines ( @CreamSilkPH ), one of the biggest hair care brands in the country, to launch their #WearTheCrown campaign with a first in Asia live studio activation. As part of the partnership, Cream Silk Philippines designed custom emoji and #Stickers to add fun and exciting interactions on Twitter while cheering on Miss Philippines @MaxineMedina.
The live studio activation co-led by Twitter and Mindshare, Cream Silk’s media agency of record in the Philippines, featured live content in reaction to Miss Medina’s journey in the beauty pageant world. The tailored content included videos, GIFs and other interactive experiences on Twitter to celebrate Miss Philippines’ achievements with people around the world on Twitter.
“As most conversations on the pageant are happening on Twitter, it was an easy decision for us to make Twitter one of the lead channels for the campaign. Having this in mind, we went beyond the metrics of reach & engagement, and embraced the creative possibilities the platform could give. Twitter allowed us to level-up how we do agile marketing,” says Dennis Perez, Unilever Philippines Media Head.
“Adaptive Marketing is a part of Mindshare’s DNA and this partnership with Twitter “Live Studio” comes as a part of our commitment to drive adaptive solutions for Unilever.
Live Studio activates Mindshare’s ‘Planning for Agility’ approach, which is end-to-end fusion of creative, media, real-time data and consumer insights to build powerful engagement on Social media. Glad to be first in Asia to launch ‘Live Studio’ in Philippines, in partnership with Twitter and CreamSilk.” says Abhishek Gupta, Mindshare PH Managing Director – Team Unilever.
As Cream Silk Philippines strongly believes that no matter what the starting point, everyone can be transformed to #WearTheCrown , the custom emoji and stickers will feature crowns for pageant fans to post and wear in their photos while spreading support for @MaxineMedina. The stickers geotargeted to the Philippines, will also serve as “visual hashtags” allowing users who tap on any of the #WearTheCrown stickers to see the timeline of public photos from the country that used the same sticker. Cream Silk’s custom stickers will be available in the #Stickers library, giving the consumers an access to the various relevant stickers both locally and globally.
“We are thrilled to partner with Cream Silk for the #WearTheCrown campaign. The live activation and stickers are one of the best ways to attract users to join the conversations on Twitter,” said Tina Pang, Head of Sales for Southeast Asia at Twitter. “This is a great opportunity for Cream Silk to reach beauty pageant fans all over the world and create stickiness for the brand as people show their support for Miss Philippines while having fun.”
