Unilever Creamsilk delivers a campaign that shines in the Philippines

The Brief:

To promote its new Creamsilk product, the Keratin Damage Repair Salon Expert Daily Treatment, Unilever defined three core objectives for their Spotify Ads campaign: empower women to feel confident and strong, introduce them to a trusted tool for achieving salon-perfect hair, and boost consideration of the product.

The Solution:

Unilever Creamsilk's first dynamic audio ad campaign was all about reaching listeners when hair care might be top of mind. While the product appealed to a broad audience, it was particularly relevant in some scenarios—like post-workout when a woman is styling her hair, or the minutes leading up to a first date. Spotify's creative team helped the brand craft messaging to encourage women to feel empowered and confident in these all-important moments.

To reach the right people at the right time, Unilever targeted women in the Philippines over the age of 18 across the following playlist preferences and listener segments:

1. Health & Wellness, Yoga, Workouts, Runners, Biking
2. Festival Goers, Live Entertainment, Socialites/Party-Goers
3. Travelers, Holidays, Commute
4. Dating, Romance, Chill playlists

The Impact:

The campaign drove significant engagement among Gen Zs and Millennials, reaching more than 1.2 million unique users and yielding a click-through rate (CTR) of 0.14% for audio placements on mobile.

The campaign also exceeded benchmarks for Consideration and Purchase Intent, with 90% of listeners who were exposed to the ads agreeing that Creamsilk "provides superior post-salon care for modern Filipinas to achieve endless salon-perfect hair."

The Takeaway:

With a strategy built on relevant moments and Spotify's first-party insights, beauty and personal care brands can reach Millennial and Gen Z audiences in style.