Head & Shoulders as a brand has had constant growth by at least 110 index YOY over the last couple of years. The task was to keep up the momentum and grow market share further in our target group - Indonesian men.
The Indonesian Haircare category has been on a downward trend with a 96 index in terms of volume sales over 2016-17, despite shampoo penetration being at a healthy 90%, the downward trend was mainly driven by decreased usage frequency. Head & Shoulders was already bucking the trend by growing at a strong 110 index over the last couple of years and our goal of continuing the growth momentum in a falling category was tough. The marketing challenge was to reverse fall in usage frequency.
In a tropical country like ours, people are prone to be exposed to heat and humidity, leading to a lot of sweating. Couple that with the pollution levels in Indonesia (worsened by a 110% year on year growth in vehicle sales since 2010). Not only that, Indonesian males spend 20% of their time out on the road. Our target audience was getting exposed to all 3 causes of dandruff – Heat, Sweat and Pollution.
We needed to remind our target audience that they were overlooking the importance of protecting their scalps from the effects of the three elements and they needed to shampoo more frequently. Setting up the stage nicely to strengthen Head & Shoulders Anti-Dandruff Shampoo as the perfect solution.
Hinging on the fact that Indonesian men were spending 20% of their time on the road, we created our big idea and coined the term #PejuangJalanan (aka. #RoadWarriors).
PejuangJalanan is about celebrating all the “Road Warriors” who fight the torture tests of heat, sweat and pollution on the road every day, oblivious to the fact that their scalp and hair are harmed the most during this time. We challenged all Road Warriors around Indonesia to try and experience for themselves how H&S could help them get through the tortures of the road.
To drive relevance, we targeted big cities known to be most polluted and hot in Indonesia, where the strategy was to give people a first-hand experience of how Head & Shoulders helps fight the ‘torture test’ better by creating on-ground events.
To capitalize on the aspirational nature of the market, we leveraged national celebrities – Darius, Iko and Yasmin – to be the guinea pigs fighting the torture test. Placing them in real life settings, making them live the life of common people who worked on the road (metro drivers, ojek drivers (local bike transport) for a whole day. The idea was to use these experiences as content generators, content that could be amplified across digital media.
OUR 3-PHASE EXECUTION SAW MEN SOLVING THEIR DANDRUFF ISSUES CAUSED BY HEAT, SWEAT AND POLLUTION AND CREATED THE #ROADWARRIORS MOVEMENT
PHASE 1. BUILDING AWARENESS OF #ROADWARRIORS
We utilized the power of news broadcast engaging Top 4 National News programmes to build coverage on the issue of big cities getting hotter and more polluted, embedding education on the effects it has on hair and scalp. We teased the audience with our celebrity #RoadWarriors Torture Test video within the news and across digital male-centric platforms.
We announced our Torture Test by leveraging Brand Ambassadors and Key Opinion Leaders to challenge men across the nation to join the movement under the umbrella of #RoadWarriors.
PHASE 2. ON THE ROAD DEMONSTRATION
To get men to experience the real power of refreshed scalp and hair, we targeted the most polluted and hot cities:
- We recruited local TV & Radio news stations to discuss the topic and create conversations with the public. To drive genuine local relevance, we also customized our radio material to be in the specific dialect of each city.
- We dominated the conversation by actually being “on the road”, by activating in public transportation (Angkots (Mini Vans) and Ojek (local bikes) in the hottest and most polluted cities.
PHASE 3. DRIVING SOCIAL ENGAGEMENT
By having dynamic content creation with a key Instagram content creator, we delivered relevant content that engaged directly with the Indonesian male through diverse content themes and formats (e.g. memes, comics, and infomercials).