Hair Talk

How a hair story breaks stereotypes and every brand KPI.

Office: Thailand

Client: Unilever

Challenge

Beauty is a highly competitive market in Thailand. Hundreds of brands fight on functional stories and classic celebrity endorsements. As the market leader, Sunsilk needed to create a fresh and new conversation to rise above competitors and strengthen brand love with its core millennial target.

Inspiration

Every inch of hair is a milestone on the journey to womanhood: the longer it gets, the more feminine she is.

Idea

With essentially a hair story, Sunsilk broke the transgender stereotype in a way that was refreshingly authentic and inspiring to every girl. Transgender celebrity Rock Kwanlada played her story in a highly emotional hero online film.

Growth

Our social media strategy retargeted viewers with shorter formats and additional functional messaging, leading to a record 65 million views online, with brand conviction, sales and penetration KPIs achieving record numbers.