Staff Reporters
Sep 5, 2016

Asia's thumb-stopping work: Tresemme and Citiesocial

Creative Shop Picks: TRESemme targets premium perceptions while Citiesocial goes for deeper engagement to boost conversions.

Asia's thumb-stopping work: Tresemme and Citiesocial

This new monthly feature contributed by Facebook's Creative Shop will showcase the best mobile-first work across Facebook and Instagram, with an emphasis on campaign effectiveness.

Introductory comments

Fergus O’Hare, head of Creative Shop, APAC, Facebook:

People are spending majority of the time on their mobile devices and we’re seeing more businesses in Asia-Pacific leverage this to tell meaningful stories tailored to a mobile audience. Using simple techniques like eye-catching images and building an interactive experience for the small screen, TRESemme and citisocial were able to harness the power of mobile and move people to grow their brand.

TRESemme (Indonesia)


GOAL: TRESemme wanted to show Indonesian women that they could have “salon-gorgeous hair every day” while tackling a misperception that the product was too expensive and premium for the target audience.

SOLUTION: Instead of using traditional studio photography, the haircare brand created tailor-made images that would be eye-catching for a mobile audience on Instagram. The photos had a relaxed, street style that showcased a range of styles, from fishtail braids to bouncy curls, while the copy gave hair tips.


  • 34-point lift in ad recall
  • 9-point lift in campaign awareness
  • 4.9 million people reached.

Citiesocial (Taiwan)

GOAL: After seeing an increase in mobile traffic to its website that wasn't reflected in its sales, the ecommerce brand wanted to maximize mobile conversions while reducing the cost of each sale by 20 percent.

SOLUTION: Using a combination of rich media like video and photos, citisocial started using Canvas to display its products dynamically on mobile. This allowed shoppers to explore the products more deeply before clicking through to the website to easily complete their purchase.

RESULTS: The brand used A/B testing to compare the results from Canvas with link ads and found that the Canvas campaign had achieved:

  • 48 percent higher clickthrough rate
  • 50 percent lower cost per click
  • 33 percent lower cost per acquisition

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