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Filipinos are not just Miss Universe fans, they have made it become their obsession. The pageant is the most talked-about in the country that no beauty brand should be left out of. Unfortunately, it is expensive. So to give all Unilever’s brands equal exposure, they were each given voices to speak loud enough for the universe to hear— voices of Miss Universe fanatics.
For one day, these beauty brands spoke like actual people on Twitter. Every moment of the pageant became a topic that brands could Tweet about in real-time. The conversation snowballed into one that actual fans joined in on and followed! While brands with big budgets spent lucrative amounts on media, Unilever spent nada.
This was a case study entry for Cannes Lions 2017…(read more)
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