The Sunsilk Cheerkada
#GoForYourGoals Motivational Campaign
THE BRIEF: With good hair, girls are inspired to achieve more in life every day. Sunsilk’s goal? Grow market share by helping girls achieve their goals!
THE INSIGHT: Every new year is another year to set new goals for yourself. But it’s also another year to make excuses and give up on those goals. New Year's resolutions end up being unfulfilled prophecies, resulting in girls feeling demotivated and discouraged throughout the rest of the year.
THE IDEA: The Sunsilk Cheerkada*
A fully customized motivational campaign for girls to stay on track when they’re about to give up on their goals. Every time a girl would search for content related to their personal goals, Sunsilk showed tailor-made videos as real-time reminders. *Cheerkada is a play on the words ‘cheer’ and ‘barkada’ (group of friends). A Cheerkada is your group of friends who cheer you on to achieve your goals.
THE EXECUTION: For every post, comment, and tweet, the Sunsilk Cheerkada (consisting of three of the most influential Filipina celebrities: Sarah Geronimo, Julia Montes, Ylona Garcia) cheered them on in unique ways to stay motivated and not give up. The team integrated customized Twitter replies, and Vogon Technology via YouTube. The videos were categorized into the top three interests and searches of young Filipinas: #FitnessGoals, #TravelGoals, and #SquadGoals.
THE RESULTS:
6.1M Actual Views, 200% above the projected target
22.54% View Through Rate, above the industry benchmark
361k Social Engagements
+1.7-point rise up Market Share compared to leading brand (Palmolive)
14% Growth in Sales, 3 times faster than the growth of the shampoo market
MY ROLE: I was the Copywriter for the entire campaign, from the ideation sessions, to the pitch, to the execution of each campaign element.
THE REWARD: Bronze Winner for the Sales Category at the Boomerang Awards 2017
CASE STUDY VIDEO submitted to the Boomerang Awards 2017
CHEER VIDEO #FitnessGoals made for YouTube and Facebook
CHEER VIDEO #TravelGoals made for YouTube and Facebook
CHEER VIDEO #SquadGoals made for YouTube and Facebook
SAMPLE CHEER & RESPONSE VIDEOS to girls' YouTube searches
