To get hijabi women to believe that there is a bespoke Sunsilk range designed especially for their hair needs reaching them through contents they look out for and are relevant.

To get the attention of the right audience, we needed to provide contents that won’t seem like just another “advertisement noise”. A lot of hijabis are fashion conscious and tend to follow trends established by influencers, so we decided to promote the hijab range through endorsements by popular Hijabi influencers who are active on Facebook, Instagram & YouTube. Information about the ingredients and usefulness of the product was also provided to the audience through relevant contents from Sunsilk’s official channels.

The campaign was launched in three phases. In phase one, we invited six influencers with a large fan following in the field, to join the campaign. These influencers then posted about the hair problems they faced by wearing hijab and got the conversation started.

The product was introduced to the market in phase two. The influencers posted hair care routine videos, and at the end, they revealed the gift basket of Sunsilk. Soon after the reveal, the influencers posted review videos on the range and shared e-com links of the product. Relevant contents about the new range were posted on Facebook page incorporating the e-commerce links. Phase three coincided with Ramadan & Eid.Two popular hijabi beauty experts joined the campaign and made video tutorials for hijabis. The influencers also kept engaging their followers through various posts and links to buy the product.

Meantime, we used Sunsilk’s channels to give this campaign authenticity. We created relevant product related contents for Facebook & Youtube and provided e-com links with them. Also, we run banner ads with the “Shop Now” CTA to reach maximum number of people.

6 Hijabi Key Opinion Leaders plotted 78 posts across all social media platforms including Facebook, Instagram & YouTube. The total reach of the posts were almost 2.5 million and these posts successfully engaged over 330,472 women. Launching the product through influencers helped us reach our relevant audience in all the digital media platforms and gave an authentic voice to the campaign. While the target audience got to know about the Sunsilk Hijab Shampoos through Facebook, they were driven to YouTube to watch the videos. The flat lay pictures also grabbed the attention of the Instagram users. Creating informative posts from the official Sunsilk channels with e-commerce links of the products made access to the products easy. The new range has been getting a lot of positive reviews on digital ever since and overall campaign has been very well received.