Step 1: Background

30% of women in Bangladesh wear Hijab and most struggle with hair problems due to the humid weather. No brand was catering to this specific need until Sunsilk identified this and launched a range especially for hijab wearers. However, a usual marketing campaign had a risk of being misinterpreted as serving only a targeted religious group. Hence, the idea was to promote the hijab range through endorsements by popular Hijabi key opinion leaders who are active on Facebook, Instagram & YouTube. Because who better to speak about hair problems that arise by wearing a hijab than hijabis themselves and these popular hijabi influencers have a devoted audience who follow them & seek out for solutions to them.

Step 2: Campaign Goals

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.

Step 3: Big Idea

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.

Step 4: Execution