Last week, Unilever launched ‘Scentraction’, a social-media campaign led by a digital film on a new website as well as the brand’s Facebook page.
Conceived by JWT Vietnam, the campaign shows Vietnamese pop star Ho Trung Dung enamoured by the scent of a mysterious woman, which eventually turns out to be the interacting viewer herself.
This is a departure from the billion-dollar brand’s campaign strategy, which is traditionally driven by television. By roping in a male celebrity, Lux is also moving away from its female brand ambassadors.
“Today most digital work being churned out in this market are literal adapts of ATL executions,” said Saby Mishra, JWT’s Vietnam CEO. “We’ve always said that digital is a new way to think, beyond mere campaigns. And the Lux work is a fine example of our vision of digital’s role in this market.”
Commenting on why the company opted for a digital campaign, Mai Phuong, Lux’s brand manager said, “Falling in the 18 to 35 age groups, our target audience spends most time on digital.” She added that the campaign hinges not just on brand awareness but also active engagement.
Notch has been employed to achieve precisely that. “You can’t have a brand-bulding strategy without a social strategy,” said Tarun Dhawan, managing director of Notch. “Brands today need to have a social story to drive greater share of the shopping basket.”
Unilever, Notch and JWT previously worked together earlier this year to launch Sunsilk’s high-end digital campaign for Keratinology.