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Mar 8, 2012

Clear to fansource Ronaldo's new hairdo in global first

GLOBAL - A new Facebook campaign and app for Unilever’s Clear shampoo will see fans in the virtual world choose the new hairstyle that Cristiano Ronaldo will adopt in the real world.

Ronaldo's new do is being fansourced on Facebook
Ronaldo's new do is being fansourced on Facebook

Launched globally on 1 March, ‘Choose Ronaldo’s Next Hairstyle’ is a Facebook app that allows his fans to choose from a variety of haircuts and colours. The lucky fans who propose the hairstyle Ronaldo adopts in real life stand a chance to win tickets to see the football superstar in action.

The agency driving the initiative is creative hotshop Arcade, which is the digital global agency-of-record for Clear. The campaign will run for six weeks until mid-April when Ronaldo will select his favourite and adopt that hairstyle. One of the fans behind that creation will get the chance to see their football hero play live.

A global icon, Ronaldo is one of the world’s best, and most recognisable, football players. His personal Facebook page has over 41 million fans and over half a million people talking daily.

‘Choose Ronaldo’s Next Hairstyle’ is housed on the Clear Facebook page, which itself has generated over 650,000 fans in the six months since its launch. The campaign allows Clear to recruit new users to its Facebook page and reward them with engaging and discussion-worthy content.

This campaign continues a long-standing relationship between Unilever and Ronaldo, who is the brand champion for Clear shampoo.

Francois Renard, global vice president Clear, commented: “Cristiano Ronaldo is a great ambassador for Clear and has been key to the brand’s continued growth. This new campaign enables millions of fans to engage with their hero in an extremely exciting and interactive way.”

“We’ve created something virtual that has an outcome in the real world. Apart from being a global first, fan-sourcing the hairstyle for one of the most recognisable icons in the world like Ronaldo is something that is sure to get fans talking and drive multiple conversations across social media,” said Mark Taylor, co-founder of Arcade.

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