Spark PHDIQ has taken out the third quarter round of the Yahoo!Xtra Digital Strategy Awards for its Unilever Sunsilk Co-creations campaign, which the judges—Yahoo!Xtra's Laura Maxwell-Hansen, Mohawk Media's Helen Baxter and guest judge Gavin Pook, Red Bull's marketing manager—felt succeeded in re-launching the brand through a range of digital channels and firmly established it as an expert in hair care.
“The campaign’s digital strategy took the Sunsilk Co-creations product range and brought each part to life within trusted and well-liked online environments,” says Yahoo!Xtra’s general manager Laura Maxwell-Hansen. “By using a multi platform campaign, they have been able to move the Sunsilk brand needle away from price and towards hair expertise.”
Sunsilk Co-creations partnered with seven of the world’s leading hair experts, each of whom appeared in online “how-to” videos that were pushed through Facebook, YouTube and Messenger Videos. Articles and tips for hair care management from these experts were then made available to digital editors as content for websites.
The campaign further involved the sponsorship of fashion and beauty online environments which featured celebrities with great hair. Each celebrity photo appeared with a Sunsilk Co-creations coloured dot, which linked back to a variant in the Sunsilk Co-creations range.
“Spark PHDIQ didn’t just recognise digital as a relevant medium, they also clearly identified the role of digital media in their strategy and made a real commitment to it with specially designed content” says Helen Baxter, managing director of Mohawk Media. “As a result this has helped pull in consumers into all facets of their campaign thus, leading to successful brand repositioning.”
To date the Sunsilk Co-creations campaign has achieved in reaching 1.4 million unique browsers, 603,129 video plays, 169,138 impressions from the entertainment galleries and over 2,000 Facebook fans.
All quarterly winners of the awards, which focus on the key role media strategy plays in the success of digital campaigns, are eligible for the overall Y!X DSA annual prize of $10,000 of media on Y!X, plus free entry into the CAANZ Media Awards Best Use of Digital category. Entries for Quarter four campaigns close 7 February 2011.
Click here for more information on the awards.