P&G Korea turned to Ion Global for help in launching the Head & Shoulders brand in 2003. P&G's aim was to build strong brand awareness and encourage consumer trial initiatives. Ion Global helped P&G distribute sample kits in a cost-effective manner and establish a strong online presence through a series of front- and back-end initiatives.
Ion Global delivered one of the most successful mobile marketing campaigns for P&G in 2003. P&G distributed 450,000 samples in a month to its prospects through a convenient store network using online and mobile technologies.
Ion Global is also responsible for delivering strategy and event planning to P&G on a quarterly basis.
Project Team
Project manager
Marketing manager
Creative manager
Designers
Developers
Timing
August 2003 - present
Results
Head & Shoulders achieved the No. 1 position in the anti-dandruff shampoo category in 2003.
Brand awareness reached 53%, exceeding Vidal Sassoon and Dove, after the mobile marketing campaign.
With powerful online communication, Head & Shoulders has become well known in the anti-dandruff shampoo category and is competing against other cosmetic shampoo brands.
Online promotion is necessary when launching a new product and to communicate effectively to the audience.
Mobile marketing can cover a large segment of a target group in a short period of time. It has helped Head & Shoulders improve its brand leadership.
