Campaign Challenge
Rejoice had strong distribution but was losing share in Thailand's premium haircare segment to international challenger brands. The brand needed a new positioning that justified premium consideration without alienating the mass-market base.
Our Approach
New Positioning Architecture
Built a new messaging house anchored on 'visible hair confidence' — backed by consumer research and competitive whitespace mapping.
Integrated Creative System
Developed a master creative platform with channel-specific cuts for TV, digital video, social, and in-store P-O-S — all reinforcing the same single-minded promise.
Full-Funnel Media Mix
Combined TV reach for awareness, digital video for consideration, search and social for intent, and in-store activation for conversion — measured against unified brand and sales KPIs.
Retail Execution
Synchronised media flighting with end-cap promotions across modern trade — Big C, Lotus's, Tops, and Foodland — to convert awareness lift into shelf takeoff.
Campaign Results
The campaign lifted unaided brand awareness by +42% and grew sales +28% over the 12-week window. The new positioning has since become the long-term brand platform for Rejoice in Thailand.