The Best Night Ever: A Hair Care Story By You

Sep 5th, 2012 1 Comment

Earlier this year, Unilever launched their Clear hair care brand in what I consider brilliant use of social TV technology.

In a nutshell, they empowered viewers of a story-styled advert to chart their own path to “the Best Night Ever”.

Try it for yourself…

Spreading the Brand Message & Owning the Conversation

Besides the fact that the owner of this technology is a friend of mine, I believe this campaign is brilliant for various other reasons:

  1. It empowers consumers to help tell the brand story (the source of great hair lies in the root/scalp).
  2. It allows bespoke stories to be shared with friends – spreading the message even further.
  3. It provides Unilever with a platform to host the “Best Night Ever” conversation.

The Social Beast is Hungry – Feed it Stories

Point #3 above is key.

Through this campaign, Unilever was able to latch on to a strategic topic that provides ongoing engaging social content that feeds the social beast all year round.

Brilliant!

Other Places to Find Clear

Recommended Further Reading

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New age adman, corporate brand storyteller and proud father of 2 incredible kids. Omar is Chief Strategy Officer at Sandstorm Digital; a new age brand communications agency. Omar has over 20 years experience in marketing and advertising, the last 10 years being in digital within large media agency environments. During that time, Omar developed and implemented cutting edge campaigns for some of the world's best known brands. For the latest in digital marketing and industry news and updates, follow Omar's Twitter stream (@OmarKattan) or add him to one of your Google+ Circles: Omar Kattan's Google+ Profile.

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