Time
May 2023 - June 2023
Brand
Sunsilk Vietnam - Hair Conditioner variant - one of the leading brands in the Postwash Haircare industry.
Challenges
While the Shampoo market was highly saturated, the Hair Conditioner showed room for growth, encouraging Sunsilk to tap into.
However, consumers could barely identify the difference in functionality between Shampoo and Hair Conditioner, thus having low Hair Conditioner’s awareness and purchase intention.
Sunsilk needed to launch a Hair Conditioner campaign on TikTok using KOLs and KOCs to educate and engage consumers.
Responsibilities
Discuss with Brand Team and Influencer Marketing Lead to identify consumers’ needs, pain-points, barriers and triggers, thus brainstorming ideas, forming strategies, action plans, KPIs and budget.
Build KOL, creative and media briefs for agencies, supervise and revise in 3 rounds with Brand Team.
Collaborate with Influencer Marketing Lead to revise KOLs scripts and video demos, ensuring their timeline, effectiveness and credibility are approved by R&D and Legal.
Supervise and support agencies in publishing TikTok videos, setting up media ads and tracking performance.
Evaluate post-campaign performance (social buzz, sentiment, advantages compared to competitors) and take learnings for future projects.
Achievements
Power in numbers
 |  |  |
15 | 4.5K+ | 0.9/1.0 |
KOLs and KOCs used | buzz volume | positive sentiment score |
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