Unilever’s Cream Silk Creates a Shiny Incentivized Mobile Campaign for Filipinas
Unilever’s Cream Silk Creates a Shiny Incentivized Mobile Campaign for Filipinas
Asia
Unilever’s Cream Silk Creates a Shiny Incentivized Mobile Campaign for Filipinas
Solution
Engaging with Customers, Acquiring New Users, Trust and Brand Safety

About Cream Silk

Cream Silk by Unilever is the number one haircare brand in The Philippines. It has been known for its inspiring approach, which urges Filipinas to strive for greatness. 

Highlights

2.8x higher CTR
compared to the industry benchmark
100% opt-in
to receive further communication from Cream Silk
Highest-ever shares
and penetration on conditioners and post-wash categories

The Brand Objective

Once the pandemic hit, Filipinas started noticing their hairfall increase due to all the stress that came with those troubled times. In line with its inspiring approach, Cream Silk knew it needed to make these Filipinas feel empowered and ready for the new year. The brand also needed to add some cheer, which they decided to do by appealing to their love for instant gratification. The time was perfect for the solution the brand had just launched– a new variant of its Triple Keratin Rescue Range, Hairfall Defiance. This product was designed to solve Filipinas’ hair fall problems, and the brand knew it had to increase awareness and adoption of this product.
The Brand Objective

The Solution

Cream Silk partnered with Mindshare Philippines and InMobi to create a campaign that would incentivize and inspire. Let’s look at how the two “I”s saw success.
The Solution

#1: The Incentive 


In Unilever’s first-ever incentivized mobile experience with InMobi, Cream Silk integrated the U-Coin, Unilever’s exclusive loyalty and rewards program in The Philippines. This program gives Filipinas access to view and redeem great rewards and huge product deals across all of Unilever’s brands. By integrating the U-Coin into this campaign, Cream Silk ensured that Filipinas got a quick and easy journey to getting their rewards online straight from their always-on device.  

 

#2: The Inspiration 


Cream Silk struck a chord with Filipinas by thoughtfully asking them about their hair fall woes and inspiring hope. The brand did this in three simple steps: 

  1. Cream Silk encouraged Filipinas with a creative that urged them to defy hair fall, inviting them to gain and redeem U-coins.  

  2. The brand proceeded with a survey asking Filipinas about their hair concerns and haircare routine, unlocking helpful insights into their problems and the opportunities that exist. 
  3. Once the respondents completed the survey, they could claim U-coins and redeem them through the U-store or at the outlets of a few retail and F&B partners. 
     

Creative Experience

The Results

With meaningful messaging and thoughtful reward integrations, the campaign maintained the brand’s essence throughout the campaign. Cream Silk thus ensured its connection with Filipinas grew stronger, quite like its market presence.

The Results
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