Campaign details
Brand: TRESemméBrand owner: UnileverLead agency: Mindshare PhilippinesContributing agency: InmobiCountry: PhilippinesIndustries: Hair careMedia channels: Mobile & appsBudget: 500k - 1 million
Executive summary
Hair care brand TRESemmé had maintained a niche market share in the Philippines since its launch in 2013, but had been seeing low penetration in both shampoo and conditioner.
Targeting millennial women, who were fashion- and beauty-driven, the brand recognised that these women were very digital-savvy, leading to the use of digital as its strongest media channel to reach its audience. With...