Soh Hem Sem
Sara Lee Malaysia
Hair care products
http://www.workdoneby.us/shs | http://www.sohhemsem.com
Chin Weng Keong
Wong Hean Meng
Cheah Pih Nyuk
Web Designer/Multimedia Designer
Lim Ai Vee
Size/Duration of Ad
In Malaysia, Brylcreem is a long-established brand of hairstyling products that needed to break free of its old-fashioned image - to reconnect with younger consumers and reclaim its market share. Its first online campaign featured videos of hilarious product demonstrations with plenty of mock violence inflicted upon a character named Soh Hem Sem (an intentional colloquial mis-pronunciation of 'So Handsome') - a cocky, self-proclaimed hot guy whom regular Joes just love to hate.
It was a hit with the brand's young male target audience. Now, we've launched Soh Hem Sem 2.0 - which leverages Web2.0 technology to let users: - Suggest new ways to abuse Soh. The best suggestions were filmed and uploaded. - Replace Soh's face in the videos with friends' photos, and send them out as pranks. - Join our video contest by filming their own Soh Hem Sem product-demo videos. Winners were determined by site visitor votes. These gave users new ways to interact and be involved with the brand - to have a hand in the creation of the site's popular video content, and to feel a sense of ownership and advocacy.
Relying solely on the online campaign (the only other marketing activity at the time were existing point-of-sale displays) Brylcreem achieved these results: Doubled sales figures of their hair wax range - Tripled their market share from 3% to 9% - Increased top-of-mind recall among young males by 33% - Increased perception of the brand as being contemporary by 15% - 96% of site visitors now felt the brand was targeted at below-30s - 48% said they would now consider buying Brylcreem products