Clear: KPL player cards launch

Unilever anti-dandruff shampoo Clear created KPL Player Cards to drive online sales, grow penetration and maximise sponsorship value.

Campaign details

Brand: ClearAgency: Mindshare ChinaRegion: APAC

Strategy

Objective

In an increasingly crowded sponsorship field, Clear had to break through the sea of logos and bring something innovative to this year's King Pro League (KPL), China's #1 mobile esports competition.

Clear's Objectives:

  • Improvement in awareness, fan engagement and brand buzz online;
  • Growth in penetration among youth in lower-tier cities;
  • Accelerate sales on Pinduoduo – a fast-growing e-commerce platform for the category.

Pinduoduo also presented a new challenge: as the primary shopping destination for Clear's sponsorship activity, the brand needed to build a strong consumer journey...

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