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.


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.



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.


Be summer ready and join @CreamsilkPH‘s “Tweet to Hydrate” poll twice a week on Twitter to beat that dry hair feeling and enjoy discounts at Lazada with the #SummerHairdration promo.

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