Campanie
General Information:
Strategic approach:
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2022 came with new threats for Head & Shoulders, the brand aiming to grow the shampoo category by increasing hair washing frequency. GROWING THE BUSINESS BY GROWING THE CATEGORY As category leader, Head & Shoulders believes it is its responsibility to grow the category, especially since Romania is still a low consumption market compared to other countries. Sure, it’s easy to assume that rural Romania must be dragging the average consumption down, but data shows there is much room to grow in urban. TRIGGERING A HABIT CHANGE IS A VERY PERSONAL RITUAL In 2021, Head & Shoulders went after the only possible strategy to unlock category growth: increase people’s hair washing frequency. A highly sensitive topic, rooted in people’s hygiene that could easily trigger shame or backlash against the brand. This pilot campaign scored record results across all KPIs (business & brand), giving us the confidence to continue pursuing this goal. 2022 LOOKED A LOT DIFFERENT, THOUGH By August, we were seeing people’s shopping behavior change due to rising bills + interest rates at bank loans + inflation, adding pressure on our category. With Head & Shoulders already +23% more expensive vs. category and Private Labels -50% cheaper than H&S, 2 threats arose: • the visible threat: people downtrading to cheaper shampoos • the invisible one: people lowering washing frequency, setting us back on our goal. Our media budgets were consistently eclipsed by at least two competing brands, posing two formidable challenges: 1. Safeguarding Head & Shoulders' business and the strides made in 2021 to enhance hair washing frequency. 2. Amplifying our media exposure to cut through the noise and deeply engage with our audience. |
Execution:
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