Unilever partnered with Weber Shandwick in 2012 to launch a revolutionary line of shampoos and conditioners, CLEAR SCALP & HAIR THERAPY™, with an aim to turn the conventional hair care discussion on its head. With a target market of 18-35 year olds, we knew social media was the perfect driver for marketing communications and consumer engagement. Weber Shandwick created a multi-channel campaign to launch the brand’s social media presence and lead online conversations surrounding scalp and hair care, including a dedicated Facebook page for each target segment, a Twitter handle and Pinterest page with unique content strategies to build a strong following from the ground up. We developed a social communication platform, #BestNightEver, to establish relevance for the brand amongst the target’s broader lifestyle mindset. We created bustling social communities and helped Unilever break through the cluttered hair care social landscape for the launch of CLEAR SCALP & HAIR THERAPY™. OVERALL EFFECTIVENESS & USE OF THE PLATFORM We’ve secured nearly over 1.8 BILLION impressions. We skyrocketed to over 100,000+ Facebook fans in ONLY six days of the full launch, which has now grown to over 850,000 combined fans. Our sampling proved successful as it induced trial of over 135,000 free products via Facebook in the first month of launch. On Twitter, @clearhair gained more than 3,000 Twitter followers in first three months of launch, which has now grown to be a community of more than 30,000 followers. And finally, Pinterest board continues to grow as its contributor board with Lauren Conrad has more than 310,000 followers in just over a month and has seen more than 11,000 repins. FACEBOOK We created Facebook pages for each product line (women, African American women, and men) and each was given unique and brand-identifiable look-and-feel with cohesive visual and copy elements in daily content posts. We developed engaging and original content using our arsenal of resources, including utilizing high-profile spokespeople, including Heidi Klum. Additionally, we offered extensive sampling opportunities to fans to grow our army of influencers. TWITTER We engaged beauty, entertainment and lifestyle influencers and developed ongoing relationships to further develop an on-going list of brand influencers. In utilizing “Promoted Trends", we inserted the brand and key messaging into the #BestNightEver conversation and took ownership nightlife and hair discussion. In sustaining a steady cadence of unique content for Twitter follower engagement and community growth, we leveraged buys with third-party media properties that included ESPYs, E! and Stylecaster. PINTEREST To further broaden our social presence, we created a Pinterest page, focusing on the nightlife/admiration space. We brought the brand voice/personality to life by cultivating a CLEAR SCALP & HAIR THERAPY™ lifestyle within a brand Pinterest page. In continuation of building an army of influencer, we successfully partnered with style and pop culture icon, Lauren Conrad, to create a customized “Best Night Ever" pin board, pinning CLEAR-owned content and nightlife and beauty content. Her content proved to be relevant to our target consumers, in turn, creating engagement among consumers and furthering our fan base.
http://www.facebook.com/clearhaircare http://www.facebook.com/clearmen http://www.facebook.com/ClearUltraShea https://twitter.com/clearhair http://pinterest.com/clearhaircare/
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