Proposal Concept: We proposed two large campaigns for Unilever Clear Men’s Shampoo and Unilever Clear Women’s Shampoos respectively.

Our Unilever Clear Men’s Shampoo campaign will reach targeted 18-30 year old male testers and inspire them to apply to become a tester and share socially by appealing to their desire for a strong, masculine self-image along with professional competence and prestige coupled with a healthy dose of humor. We will use a variety of micro stories, phrases and scenarios to attract and keep the attention of potential testers and compel them to apply. Testers will be encouraged to envision the fact that they were selected as a badge of honor. 

With each step of participation, testers will be rewarded with praise and invitations to receive further free samples. By agreeing to test Unilever Clear Men’s Shampoo, share socially and offer personal feedback, testers become part of an unspoken social compact with the Clear product and are more likely to buy Clear in the coming weeks. 

The following are two proposed micro stories for our Unilever Clear Men’s Shampoo campaign:

Confidence is King. Or is it the Duke? Either way, without it you’ll never find your Queen. Royalty never worries about dandruff. They go fox hunting and drive around looking carefree in fancy cars and designer clothes. And they get lots of free stuff. Get your FREE SAMPLE of Unilever Clear Men’s Shampoo today by hashtagging #noworries to @clearhair today and never worry about dandruff again. And you just might find that Queen.

Congratulations! You’ve successfully applied to be a tester for Unilever Clear Men’s Shampoo. You’ve taken the first step toward a life of worry-free luxury. You already know that Unilever Clear Men’s Shampoo takes your worries away. Why not share a #NoWorries carefree message with your friends so they can stop stressing and be a King. Share me now!

Congratulations, and thank you for your review! We depend on your honest opinions, and your participation helps our partners create better products. Please share your #NoWorries review of Unilever Clear Men’s Shampoo with friends and followers so they can join the ranks of the super rich!

Unilever Clear Men’s Shampoo is no ordinary cool. It’s ice cold. It creates healthy skin by protecting and energizing your scalp with Nutrium 10. Try a FREE SAMPLE today by tweeting #icecold to our Twitter handle @clearhair today and kiss your dandruff worries goodbye.

Congratulations! You’ve successfully applied to be a tester for Unilever Clear Men’s Shampoo. You’ve taken the first step. You already know that Unilever Clear Men’s Shampoo is so cool it’s #icecold. Why not drop some knowledge on your friends so they can chill out? Share me now!

Congratulations, and thank you for your review! We depend on your honest opinions, and your participation helps our partners create better products. Please share your #icecold review of Unilever Clear Men’s Shampoo with friends and followers so they stay cool under pressure! Share me now!

Our Unilever Clear Women’s Shampoo campaign for women will reach targeted 20-30 year old women who suffer from dandruff.  We will inspire them to apply by appealing to their desire for health, beauty and prestige. We will use a variety of micro stories, phrases and scenarios to attract and keep the attention of potential testers and compel them to apply. Testers will be encouraged to envision the fact that they were selected as a badge of honor. 

With each step of participation, testers will be rewarded with praise and invitations to receive further free samples. By agreeing to test Unilever Clear Women’s Shampoo, share socially and offer personal feedback, testers become part of an unspoken social compact with the Clear product and are more likely to buy Clear in the coming weeks. 

The following is a proposed micro story for our Unilever Clear Women’s Shampoo campaign:

A scalp massage says it all. He’s in close. He says, “You’re beautiful.” He’s touching your scalp. But wait…is that dandruff? Will he notice? Unilever Clear Women’s Shampoo creates healthy skin by protecting and energizing your scalp with Nutrium 10, a rich blend of 10 nutrients and botanical actives. Hashtag #massageworthy to @clearhair today to receive FREE SAMPLES from Try and Review and kiss your dandruff worries goodbye.

Congratulations! You’ve successfully applied to be a tester for Unilever Clear Women’s Shampoo. You’ve taken the first step toward a healthy scalp and beautiful hair. You already know that Unilever Clear Women’s Shampoo makes you #massageworthy. Now, tell your friends about it so they can share in the fun and stop worrying! Share me now!

Congratulations, and thank you for your review! We depend on your honest opinions, and your participation helps our partners create better products. Please share your review of Unilever Clear Women’s Shampoo with friends and followers so they become #massageworthy too! Share me now!

Ever get damndruff? You know you have it when you see those damn white flakes. That’s damndruff. Hashtag #damndruff to your twitter page @clearhair today and never worry about damndruff again.

Congratulations! You’ve successfully applied to be a tester for Unilever Clear Women’s Shampoo. You’ve taken the first step toward a healthy scalp and beautiful hair. You already know that Unilever Clear Women’s Shampoo stops #damndruff. Now, tell your friends about it so they can stop worrying! Share me now!

Congratulations, and thank you for your review! We depend on your honest opinions, and your participation helps our partners create better products. Please share your review of Unilever Clear Women’s Shampoo with friends and followers so they never have to worry about #damndruff again! Share me now!