The amount of hair care searches on the internet is huge – about 11

billion searches per year. Unfortunately, about 97% of these searches

doesn’t lead to brand website, it all leads to personal individual video
bloggers.

This is where Unilever comes in, creating a platform

called All Things Hair was a perfect marketing solution
to gain the audience’s search by collaborating with
hair experts and bloggers to create tutorial videos that
would answer the audience’s searches in relation to
hair styles and hair care.
www.allthingshair.com/id A platform featuring hundreds of contents
in form of images, videos, articles, GIFs,
step-by-step tutorials as well as inspirations
– all related to hair care

Each single content is curated by hair

experts to make there’s no more ‘bad hair
days’

All the tips given by All Things Hair are

easily accessible tips using hair care brands
such as Dove, TRESemmé, CLEAR and
many more.

All Things Hair are now available in 9

countries - including Indonesia
 Research Question Objectives

To understand the
marketing problem that is
solved through content
marketing strategy by All
What is the strategy of Things Hair
content marketing in All
Things Hair? To understand the objective
of All Things Hair
How is the implementation
of content marketing To understand the strategy
strategy created by All of content marketing used
Things Hair? by All Things Hair

To understand the
implementation of content
marketing strategy in All
Things Hair platform
 03
Concept.

3
 B.E.S.T Formula.

B.E.S.T is a formula made for the

purpose of creating a content
marketing roadmap. With this formula,
it will be easier for companies “to
make the transition to the creation of
valuable and relevant content” for the
target audience.

Pulizzi and Barrett, 2009, 27-29

B.E.S.T Formula.

Behavioural Essential Segmented Targeted

Every communication
a business made for its
Information delivered This content marketing
customer has its own The target audience of
need to be useful and must have the same
purpose. It is very this content must be
suitable to target goal with the overall
much needed to specified
audience business strategy
understand the goal of
the communication
04
Methodology.
01. Ms Shirley Wibisono
Chief Content Officer of Asia for All Things Hair

02. Mr Marcelo Bittencourt

Head of Asia Operations for All Things Hair

03. Mr Ankit Gupta

Content Marketing and Digital Marketing Expertise

04. Ms Gabriel Angel Novellita Oley

All Things Hair audience

05. Ms Florencia Irena

All Things Hair audience
Research Focus.

Object Elements Evidence Methods

The feeling company would like customer to have, the

effect of this strategy, the action that needs to be done,
Behaviour
measuring behaviour, ways to put customers to path of
purchase

Information customers need to know, benefits for

Content Interview,
Essential customers, presentation of content, mandatory elements
Marketing Observation
in a campaign, media type
Strategy and and Data
Implementation Analysis
Effort to make an impact towards strategic goal, effort to
Strategic
integrate with strategic initiatives

Identification of target audience, understanding the

Targeted motivation and perception of audience towards the brand
or product
 05
Analysis & Discussion.
 All Things Hair effort to understand what motivates their audience is
by doing a monthly ‘street style’ shoot where they go out to meet
people and take their pictures in their daily hair and lifestyle
situation. In this opportunity, All Things Hair team talk to them and get

“ Do we really understand
what motivates
the audience?
to know their audience better to create a content that would be
favored by their audience.

” All Things Hair team also created a Q&A type of articles that let the
audience engage and to create a two-way communication.
All Things Hair audience feels that the content served in their platform
is indeed helpful and All Things Hair understands them.
 Conclusion.

By using data and SEO, All Things Hair have solved the issue of
disengagement feeling between audience and brands. User not only
learn verities of hair-related knowledge, they now also understands
better about the brands presented in the platform. All Things Hair also
now understands their audience better and this will help brands create
a better product for its audience.
 Thank You!

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