Issue: How do you drive sales of a shampoo brand when you have unsuitable global work and limited budget money to create ‘brand work’?
Insight: The shampoo market is synonymous with "repertoire buying", so as long as you are in the consideration set when a consumer goes in store you have a good chance of being bought – if you are current and visible at the POS.
Strategy: Use fashion digital and traditional sponsorship to create real retail energy by driving fashion 'heat' into the sales channels.
Idea: Australia's Next Top Model Programme Sponsorship.
Programme: We've amplified our
"professional affordable" positioning
by leveraging our integration with
a media property that is loved by
our target audience. In doing so,
we created an integrated campaign
that consisted of 15sec Sponsorship
TVC's, Print and Online, as well as a
website. The site allows the visitor to
trial the latest in Top Model hairstyles
and colours via real time upload of
their own image.
New styles are launched weekly following each episodes theme and the user can then share their style through multiple social media channels and find out exactly how to achieve the style using TRESemmé product.
Outcome: In Market July 2010.