Although Clear secured its position as the leading brand in the anti-dandruff shampoo market in 2022, by the end of the year and the beginning of 2023, it had fallen to the second player in the market. Therefore, to increase its market share and reclaim the leadership, Clear needed to introduce an innovative, new anti-dandruff shampoo and body line.
Objective
Clear launched a new three-in-one series of shampoo, facial cleanser, and shower gel in a single product, offering three benefits in one: dandruff-free hair, a clean face, and a refreshing body. To strengthen the message of the threefold effect, Clear delivered three stand-alone digital films to three distinct target audience segments through the most appropriate digital channels. The goal was to reach a maximum number of people with the message of "triple effect, powerful care."
Context
Since it's the campaign's first year, Clear hasn't had a similar campaign for a comparable product that it can compare to. To convey the "triple effect, powerful care" campaign message of the new product and to reach the segmented gamer target audience on the relevant platforms, Clear took steps to enhance both its product messaging and brand awareness.
Creative and Media Strategy
Although the core target audience was men, for this campaign, Clear approached three separate target audiences based on their interests. One of these audiences was the 18-to-34 male gamer target audience, which the team aimed to capture on the Twitch platform.
Three stand-alone assets were developed for each target audience, independent of the main copy, and these films directly targeted the interests of the designated audiences in the digital space. One of these three audiences, the gamer audience, was presented with an asset inspired by the popular PUBG game on Twitch. With the campaign message of "triple effect, powerful care," viewers of the gamer-specific ad saw the lead character and the product within the gaming world using Clear Men 3-in-1, showcasing the strength of the product's three effects against challenging competitors. This asset was shown on Twitch using the platform's highest-volume premium models: non-skippable video and homepage headliner.
The decision to plan the campaign entirely in the digital realm was primarily driven by the fast-paced growth of the gaming industry. Additionally, Clear identified the Twitch platform as an ideal choice, given its alignment with the target audience, which predominantly consists of gamers.
Clear used the asset created specifically for the Twitch platform and utilized the platform's top two premium ad models: non-skippable video and homepage headliner. In the non-skippable video format, users watched Clear's gamer-targeted video before tuning into any livestream they wished to watch. In the homepage headliner format, users visiting the platform's homepage encountered the brand's video and banners before seeing the highly viewed livestreams. Instead of maximizing the current reach in a single period, the goal was to achieve long-term access by using these formats in separate timeframes.
Despite gaining the position of No. 1 shampoo brand in the anti-dandruff shampoo market in the market in FY 2022, Clear began losing share to its biggest competition in the shampoo market at the end of 2022. It became the second brand in the anti-dandruff shampoo market after November 2022 to gain share through discounter listings and new formats.
With the launch of the range and the campaign, Clear was able to re-gain market share and became the top brand in the anti-dandruff shampoo market in each month through April to July 2023. The product range has now started, making up 21 percent of Clear's business in the market in terms of value share and 27 percent in terms of sales units.
It also made a significant contribution to Trendyol by making up 15 percent of Clear's business in the e-retailer and helping Clear become the No. 1 shampoo brand in e-commerce with 6.5 percent share in the last three months. The brand power of the brand also increased from 22.5 to 24.4 during the time the campaign was on air.
At the start of the campaign, Clear exceeded its planned impression target by over 69 percent, achieving 930,000 impressions. Additionally, the company reached 500,000 individuals, resulting in a 100 percent increase in access metrics. In terms of the click-through rate (CTR), the brand's usage of the homepage headliner format yielded a 153 percent CTR increase, with a rate of 0.38 percent, while FITO usage achieved a 40 percent CTR increase, with a rate of 0.21 percent. When examining total CTR, which stood at 0.3 percent, Clear significantly exceeded the targeted figures, achieving a 100 percent CTR increase compared to industry benchmarks.
With Twitch broadcasts directed to Trendyol, Clear 3-in-1's contribution to the overall Clear business reached 15 percent by August, demonstrating more successful performance in comparison to other e-commerce platforms. Within the e-commerce channel, Clear has become the leading brand in the shampoo market, securing a 6.5 percent value market share in the last three months.
To effectively convey the triple effect, Clear identified the appropriate target audience for Clear 3-in-1, created suitable creatives, and thus engaged with consumers on the right platforms. As a result, the brand made a significant impact in the digital realm on the Twitch platform."
