Unilever partnered with Weber Shandwick to launch a revolutionary line of shampoos and conditioners - CLEAR SCALP & HAIR BEAUTY THERAPY™. Introduced to the US in 2012, the line is a breakthrough approach that starts with scalp nourishment to create the right foundation for strong, beautiful hair. We created a multi-channel campaign to launch the brand’s social media presence and lead online conversations surrounding scalp and hair care. Leveraging various assets, such as celebrity spokespeople and stylists, media partners and product samples, we initiated a bustling Facebook community that let the burgeoning brand cut through the cluttered hair care social landscape. The page distinguished itself amongst its competitors by developing a communications platform that for the first time defined a hair care brand within the nightlife space. The page yielded more than 100,000 Facebook fans within six days of the launch and now has more than 500,000 fans to date, garnered in less than a year. Tactics/Successes We established engaging dialogue surrounding hair and the #BestNightEver by employing a messaging filter to all content and capitalized on the social following of celebrity spokesperson, Heidi Klum, celebrity stylist partner, Jen Atkin and media partner, NBCU, to drive #BestNightEver conversations and build awareness for the brand. Assets secured through the media partnerships also provided unique content and sustained community engagement. • Applied #BestNightEver as both a hashtag and a creative filter for all content created • Promoted #BestNightEver conversations on Twitter through paid campaigns • Gave tweets a unique and brand-identifiable look-and-feel with cohesive visual and copy elements in daily content posts • Facebook Posts featured copy and imagery that linked on-trend topics and the nightlife theme back to the product that also encouraged fans to interact and share with their friends using #BestNightEver • Leveraged buys with media partners and influencer relationships to sustain a steady cadence of #BestNightEver conversations for Twitter engagement and community growth o Hosted various #BestNightEver Twitter Parties with partner influencers, one of which resulted in the hashtag organically becoming a trending topic o Shared exclusive content from a video vignette series that aired both on-air and online on NBC properties, and enlisted NBC talent and popular properties to tweet about the campaign using #BestNightEver o Live tweeted during major media events such as the ESPYs, EMMYs and the BET Awards, which represented the #BestNightEver for those industries. By discussing the events via Twitter, we were able to engage in active conversation with our target audience about beauty, pop culture and nightlife and have it relate back to the #BestNightEver platform Evaluation of Success • Gained more than 21,000 Twitter followers in the first seven months of launch, which has now grown to be a community of more than 29,000 followers with nearly 239,650 engagements • Surpassed goal for organic growth by more than 8x in the first quarter of launch • #BestNightEver became a trending topic on twitter without paid promoted trend support during one of the #BestNightEver twitter parties held on 12/28/2012
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