Clear Print COSMO VIETNAM – “GLOCALIZATION by Unilever

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COSMO VIETNAM – “GLOCALIZATION

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Industry Cosmetics & beauty products, Shampoos
Media Print, Magazine & Newspaper
Market Vietnam
Agency Unilever
Released April 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CLEAR / UNILEVER VIETNAM
Product/Service: HAIRCARE
Agency: UNILEVER VIETNAM
Business Unit Director: Phan Thi Nguyen Thao (Unilever Vietnam)
Senior Brand Manager: Bui Le Hong Ngoc (Unilever Vietnam)
Assistant Brand Manager: Nguyen Huynh Ha (Unilever Vietnam)
Trade Category Manager: Ngo Ai Quyen (Unilever Vietnam)
Trade Category Manager - Mt: Nguyen Ngoc Xuan Lam (Unilever Vietnam)
Supply Chain Manager: Trinh Duc Hoi (Unilever Vietnam)
Market Research Manager: Bui Bao Khanh (Unilever Vietnam)
Regional Brand Director: Suryavanshee/Neelesh (Unilever/Singapore)
Regional Brand Manager: Abalos/Anthony (Unilever/Singapore)
Strategic Planning Director: Guha/Indraneel (Lowe Vietnam)
Media placement: TV, PRint, - National TV Channels - 1 Mar 2011
Media placement: PRint And PR - National Magazines With Co-Content Development, Endorsement With Dermatology Institute - 1 Mar 2011
Media placement: OOH - Buildboards, Britelite, Bus Station - 1 Mar 2011
Media placement: Digital - Social Media With Facebook, Youtube, Top Vietnam Forum, Placement In Top Vietnam Websites, - 1 Mar 2011
Media placement: Activation - University, Hair Salons, Shopping Mall, Wet Markets, Supermarket...in Top 36 Cities And Rural - Apri 2011
Media placement: Sampling - At Instore, Community, Door-To-Door - April 2011

Describe the objective of the promotion.
Clear is the market leader (>20% vms) in Vietnam with expertise in Anti-dandruff (AD).
However, Clear was on the downtrend because it struggled to gain more out of this need size while pressured to be shared the pie with newly aggressive H&S, as well as with beauty brands in a highly competitive market.
Leaving the "AD - Comfort zone" to make a step-change to expand the platform to scalp care that revolute for the “same old new Clear for the past years” is a must!
This is a story of how we used local insight to relaunch Clear in Global "Scalp Care" platform!

Describe how the promotion developed from concept to implementation.
INSIGHT & STRATEGY: SMALL IS THE NEW BIG
•To land the biggest idea on Clear in the last 5 years, start small relevant conversations and hold them together with one local insight.
? What could be the local link between dandruff – scalp and hair in Vietnam? Helmet.
There are 20mil motorbike riders wearing helmets everyday. It's the hot weather and constant use of helmets that makes hair dandruff-prone, with an itchy scalp.
? What could be the channels to connect with consumers in persuasive way? Talk via Media, Experience via Activation.
We've approached consumers to talk about scalp expertise through consumer landscape.

Explain why the method of promotion was most relevant to the product or service.
We plugged local insight to the big idea through key channels: media to win the consumer’s thought, activation to win the consumer’s trust and purchase.

We started our advocacy conversations on media esp. PR about how helmets can damage hair through Dermatology Institute and got real testimonials out there.

Furthermore we engaged with people on and offline to test their scalps, recommend the right Clear product with free sampling and followed up on how they felt post use. The beauty in this was ‘micro customization’ of messages. We spoke differently to different targets in global standard scalp booths in urban or mobile scalp van in rural. The commonality: All wore helmets and faced the same problem.

Describe the success of the promotion with both client and consumer including some quantifiable results.
2011 giving everyone else confidence in the pack.
•Turnover growth: +34.3 %( vs. target 24.5%)
•Val Share: +0.8% (vs. 2010 NW Shampoo market)
•Achieve the highest market share ever in VN and put VN to global top highest share board: 25.4%NW and 27.1% Rural (Aug 2011)
•We engaged more than 2 million people through our digital and on-ground presence since the launch, and the activation continues till end of this year.
•Strengthen brand conviction from 39% to 46%
•Brand attribute (Absolute endorsement):
o Strengthen the ownership in “Effective against Anti Dandruff” at 69
o Build scalp care expertise at 50