Spark PHDIQ wins Yahoo!Xtra Digital Strategy Award
18 January 2011
NZ, January 18 2011: Yahoo!Xtra today announced Spark PHIQ as the winner of its third quarter Digital Strategy Award for its Unilever
Sunsilk Co-creations campaign.
The judges commended Spark PHDIQ strategy for succeeding in re-launching the brand through a range of digital channels
and firmly establishing it as an expert in hair care.
“The campaign’s digital strategy took the Sunsilk Co-creations product range and brought each part to life within
trusted and well-liked online environments,” says Yahoo!Xtra’s general manager Laura Maxwell-Hansen. “By using a multi
platform campaign, they have been able to move the Sunsilk brand needle away from price and towards hair expertise.”
Sunsilk Co-creations partnered with seven of the world’s leading hair experts each of whom appeared in online “how-to”
videos that were pushed through Facebook, You Tube and Messenger Videos. Articles and tips for hair care management from
these experts were then made available to digital editors as content for websites.
The campaign further involved the sponsorship of fashion and beauty online environments which featured celebrities with
great hair. Each celebrity photo appeared with a Sunsilk Co-creations coloured dot which linked back to a variant in the
Sunsilk Co-creations range.
“Spark PHDIQ didn’t just recognise digital as a relevant medium, they also clearly identified the role of digital media
in their strategy and made a real commitment to it with specially designed content” says Helen Baxter, managing director
of Mohawk Media. “As a result this has helped pull in consumers into all facets of their campaign thus, leading to
successful brand repositioning.”
To date the Sunsilk Co-creations campaign has achieved in reaching 1.4 million unique browsers, 603,129 video plays,
169,138 impressions from the entertainment galleries and over 2,000 Facebook fans.
Yahoo!Xtra Digital Strategy Awards for Q3 were judged by regular DSA judges Laura Maxwell-Hansen and Helen Baxter, who
were joined by guest judge Gavin Pook, Marketing Manager, Red Bull.
About the Digital Strategy Awards
Launched in April 2010, the awards focus on the key role media strategy plays in the success of digital campaigns.
All quarterly winners are eligible for the overall Y!X DSA annual prize of $10,000 of media on Y!X plus free entry into
the CAANZ Media Awards Best Use of Digital category.
Entries for Quarter 4 campaigns close 7 February 2011
More information can be found at http://nz.advertising.yahoo.com/awards
ENDS