Unilever begins online promotion for Sunsilk
By Adnews Staff
Unilever has begun an online promotion for its Sunsilk line of hair care products. The initiative, aimed at women aged 18 to 34, seeks to provide advice on various hair problems. The campaign, which is being conducted through a website at <http://www.gethairapy.ca>, includes a quiz with which visitors can determine their hair type and a downloadable document called the “Hairapy guide to hair & life.” The site also invites women to submit stories about their bad hair days. As part of the campaign, AOL Canada has created an area within its Life & Style section called the “Mane Street News.” The area will offer content about celebrity hair. “We take hair care seriously but understand there can be a fun and creative twist on the way we support our brands, particularly online,” said Sunsilk brand manager Jillian McLaughlin. “Engaging our Internet-savvy audience and enticing them to come back for tips, comedic relief, gossip and hair news helps to drive awareness of the program.” The campaign was created by promotions agency was Capital C. Media buying was conducted by PHD Canada. Public relations are being handled by Harbinger.