Summer season triggers changes in everyone. Being a tropical country, one tends to wear less makeup, less clothing, even use less hair products, including conditioner. Twitter together with Cream Silk (@CreamsilkPH) have joined together to launch #SummerHairdration, a summer-themed campaign to remind people that hair hydration is a must, because summer heat can dry one’s hair.
As the summer heat sizzles, hydrate your summer-dry hair with the newest summer must-have, Cream Silk Fresh Hydration. Transform your hair to feel FRESH and HYDRATED all day long. SHOP for your #SummerHairdration now!
— Cream Silk (@CreamSilkPH) March 18, 2018
From April to May, Twitter data reveals that summer conversations are at a peak. As such, @CreamsilkPH will run a Twitter poll, “Tweet to Hydrate”, twice every week asking users about the heat intensity that they felt for the day. Daily heat level readings will be posted in real-time with a visual barometer. After each poll update, the “instant unlock” Tweet will appear. Reflecting the poll results, Twitter users that Tweet #SummerHairdration hashtag will receive special code which they can use to avail of a 10% discount on Lazada.
The Summer sun is finally here. So how hot does today feel for you? ???? Vote now to receive a special way to get #SummerHairdration at 7PM today! ?
— Cream Silk (@CreamSilkPH) April 1, 2018
Last April 2, people felt that summer’s heat was just warm and humid! It’s time to hydrate with Cream Silk Fresh Hydration. Tweet #SummerHairdration to get a promo code now!
— Cream Silk (@CreamSilkPH) April 3, 2018
According to a study by Kantar TNS Market Research Agency, 75% of Filipinos would consider purchasing products online. Aside from the convenience, product reviews online are one of the factors considered when purchasing online. Twitter had played an important role in giving users the power to express their views and opinion especially when it comes to brands
Cream Silk knew summer conversation happens on Twitter as summer is one of the most talked about season where people are enjoying the vacation and share their moments online. In 2017, there were 1.5 million conversations in the Philippines where users talked about the hot summer weather. These conversations shows great opportunity to engage with consumers to know their thoughts about #whatshappening and join the conversation on how to enjoy the summer weather.
“Cream Silk and our media partners both share a commitment to engage users with meaningful conversations that contextual in nature. This summer, we aim to let our Cream Silk users enjoy the season by rewarding their expressiveness on Twitter. By marrying agile planning and weather-based messaging, we want to make it easier for them to achieve a #SummerHairdration by giving an exciting treat online through Lazada” said Raiza Revilla – Brand Manager, Cream Silk
In the same study, 66% of Filipino personal care audiences are active on Twitter and consider the platform as a valuable source – for product reviews, beauty tips and for researching or comparing products or brands based on sentiments and opinions of other users especially from brands who post on social media.
“Mindshare is constantly looking for new ways to utilize creative executions to that generate high-impact and engagement for Cream Silk. Twitter has been driving the conversation on #whatshappening in every occasion and we knew that summer is a “hot” topic that everyone can engage and relate to. Combining an iconic hair product brand with a strong and innovative digital platform like Twitter is key in developing our campaigns.” said Abhishek Gupta – Managing Director for Team Unilever, Mindshare Philippines.
“Twitter is about connecting people and sharing conversations that they care about. We are excited to collaborate with Cream Silk, the iconic haircare product, to bring Twitter users together to celebrate summer and help their users share their hairdration experience with each other. We hope to encourage more users to participate in this month-long poll and allow us to be part of their summer holiday,” said Tina Pang – Head of Sales, South-East Asia, Twitter.
Still dreaming of this place and summer sun all day long ??
Healthy tresses c/o @CreamSilkPH’s Fresh Hydration. I don’t have to worry about summer-dry hair anymore. Can’t wait to show you exactly what I mean! #SummerHairdration pic.twitter.com/okUZWHhYVn
— Kryz (@kryzzzie) March 24, 2018
Yey! I got it.
— • S h e e n a ? (@Xinaaaaa_) March 20, 2018
Summer- dry hair feel fresh and hydrated.
Transform your hair to feel hydrated fr the first wash w up to twenty four hrs of long lasting freshness.
— D Y A N (@4ev3rYang) March 19, 2018