CLEAR Men's Shampoo sponsored Turkey's national amputee football team and promoted them aggressively across a wide array of channels.
Objective
CLEAR Men's Shampoo, a subsidiary of Unilever, sought to:
Context
CLEAR Men's Shampoo had always been about more than just shampoo and product effectiveness. The brand's communication efforts went beyond hair care, striving to inspire individuals to embrace self-confidence and unlock their "true potential" by conquering both physical and mental hurdles. However, up until the year of this campaign, CLEAR's emotional storytelling had run parallel to its functional messaging, without much integration. To align with Unilever's purpose-driven branding strategy, CLEAR needed to tap into its brand's foundational essence and integrate it into its approach.
Target Audience
To unlock one's full potential and surmount the obstacles that hinder one's progress, resilience is paramount. CLEAR's research revealed a pressing need to redefine the concepts of self-confidence and resilience, encompassing both physical and mental dimensions.
Creative and Media Strategy
To highlight true fearlessness, CLEAR became the sponsor of Turkey's national amputee football team, whose members it lauded as "fearless heroes," individuals who struggle bravely and fearlessly and succeed in the face of difficulties — not because they are disabled but as equal individuals in society. CLEAR promoted awareness of the team on TV, digital (Instagram, TikTok, YouTube, and X) and out-of-home.
Two weeks before the 17th Amputee World Cup, CLEAR initiated a strong presence on TV and digital. As the World Cup began, the brand increased its frequency with short copy, reaching 15,951,000 people in the target male demographic.
CLEAR supported the press conference with an advertorial structure in prime time before the main news broadcasts and reached readers with back cover ads in national newspapers.
In digital, CLEAR leveraged Instagram, YouTube, TikTok, and Twitter. On YouTube, the brand targeted not only its mass audience but also football enthusiasts, generating over 150 million impressions and achieving a reach of over 20 million.
On TV, CLEAR ensured that its 42-second copy was broadcast intensively on all channels. Then, with the start of the World Cup matches on September 30, the brand increased its frequency by launching the broadcast of its 17-second short copy on TV. In the period between September 14 and October 14 on TV, CLEAR reached nearly 16 million people in its target male demographic who saw the ad at least once.
As a result of the campaign, CLEAR's overall market share increased by 0.7 points, reaching 10.1 percent. In the total shampoo market, the brand gained one point, achieving a 12.6 percent market share. CLEAR's turnover market share surged by 4.9 points, reaching 40 percent. Similarly, CLEAR's tonnage market share increased by 3.2 points to attain a share of 36.8 percent, compared to Head & Shoulders' 30.9 percent share.
Additionally, CLEAR improved its penetration rate from 23.07 percent in 2021 to 23.20 percent, an increase of 13 basis points.
CLEAR's Brand Power saw a notable increase from 22.6 in Q4 of 2021 to 23.6 in Q4 of 2022, marking a one-point increase. This achievement represented a historic high for CLEAR in terms of Brand Power.
The increases in "Different" (+2 points) and "Salient" (+11 points) metrics played a pivotal role in this success.
