Scalpceuticals and Scalp Pro are uniquely crafted for male and female consumers individually, who are between the ages of 18 to 44 and facing hair loss issues — and not being able to find solutions to their problems via mass products. The specific segments targeted were beauty seekers and the hair fall segment and solution seekers. The specific target audience on TikTok was much younger, targeting female and male viewers between the ages of 18 to 36.
Objective
Since the ranges were newly launched and the products mainly sold on e-commerce, the main objective was to ensure that the ranges had significant contribution to Clear's e-commerce business, helping increase Clear's e-commerce shampoo market share and ensuring that the TikTok optimized assets had higher VTR, VCR and CTRs than TikTok's benchmarks, ensuring that they helped the premium ranges build a significant portion of Clear's sales on the e-commerce giant Trendyol.
Context
The campaign was launched in April 2023. It was the first time that Unilever shot unique scenes with celebrities specific to TikTok's different ad models. Before this campaign, TikTok ad-model specific assets used were mainly cut-downs of existing copies and were not crafted unique to each ad model's dynamic or shot with unique scenes on set with celebrities. By crafting these assets uniquely, the company ensured that they performed better in terms of VTR, VCR and CTR than previous campaigns' assets and TikTok's benchmarks.
Creative and Media Strategy
TikTok is one of the fastest growing social media platforms and a great way to reach a wider audience that might not necessarily be reached on other platforms. To ensure that the assets used on this platform resonated with its younger audience and achieved engagement objectives, Unilever specified four ad models that would work best in terms of the campaign objectives and crafted unique ad-model optimized assets with unique scenes shot with the ranges' celebrities. In addition to these ad models, the team also identified three target audiences (beauty seekers, hair fall segment, and solution seekers) and in total created 15 TikTok assets.
The total digital budget of the campaign was 24 TRY for the whole of 2023 and the TikTok budget was 6,5 TRY, the first time a campaign had such a high split for TikTok (25 percent) within the digital plan.
Unilever identified its target audience, the ad models used, and what its creative inspiration would be before the shoot, so the team was able to craft assets in the best way possible. On TikTok, the company created a funnel strategy to increase the impact on media investment. First, the company focused on creating a phase to reach objectives like TikTok Topview and TikTok Top Feed models to ensure the brand reached its target audience.
During the consideration phase, Unilever launched its interactive ad models to increase engagement, while it also published its three precision segment assets to be more relevant to the target audience. For the convert phase, the team focused on harnessing interactive ad models as well as leveraging product and conversion-focused plans.
Clear is a brand that specializes in scalp care and stands out with dandruff problems. Unilever decided to launch Clear's first premium product series, with Clear ScalpPro for men and Clear Scalpceuticals series for women, targeted to combat hair loss by breaking off from the root, addressing a problem that mass brands did not in the market. The brand was No. 1 in the shampoo market on e-commerce before the campaign launched.
The campaign helped boost Clear's e-commerce market share and brought Clear to No. 1 in the shampoo market in the last three months. Scalpceuticals range makes up 30 percent of the Clear Women business and Scalp Pro range makes up 14 percent of Clear Men business in Trendyol as of August 2023, achieving a significant portion of value sales within the brand's business in a short amount of time.
