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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 10th Annual Shorty Awards

Schwarzkopf Professional: Forging Bonds

Entered in Beauty

About this entry

Schwarzkopf Professional's BLONDME is more than a just a hair color system. BLONDME is a connector and a conduit which evokes emotion with superior and multi-faceted results. It's a product by definition but a catalyst by nature. In 2017, Schwarzkopf Professional asked Social House, Inc. to conceptualize a campaign that would speak to hairstylists and their clients in a meaningful and inspirational way.

THE CHALLENGE: Ignite a long-term conversation around Schwarzkopf Professional BLONDME by creating a connection between hairstylists and BLONDME color systems.

GOALS/METRICS:

#1 - Brand Awareness - Generate awareness via a captivating content narrative designed to create entry points into the BLONDME ecosystem, ultimately forging a long-lasting relationship between hairstylists, their clients, and the brand.

#2 - Consideration - Cultivate consideration by tracking interest and retargeting intelligently on social media.

#3 - Engagement - Acquire new users via amplified engagement tactics designed to generate user-generated content.

Why does this entry deserve to win?

THE CONCEPT

The bond of trust between a hairstylist and their clients is not only powerful, it's life changing. It's more than just coloring someone's hair, it's about building and maintaining a connection that is deeper and more honest than some may assume. The #ForgingBonds campaign allowed the audience to discover the inspirational stories of real-life hairstylists as they described the bond they have with their clients, and the products they use to change lives every day.

THE APPROACH

After researching hairstylists from a wide range of backgrounds and experience levels, we selected a group of 6 hairstylists that we felt had inspiring stories to share. Hairstylists such as Tokyo Styles, Joanna Freeman and Linh Phan, were selected to join us in Los Angeles for a candid and unscripted interview. What happened when we turned on the cameras, brought out a myriad of emotions. From tears to laughter to gratitude, we were able to create a compelling content narrative that would come to resonate with hairstylists everywhere.

THE ROLL-OUT STRATEGY

PHASE I: Launch the conversation by rolling out an arsenal of original video and static content, optimized to perform by channel. In addition, ignite the conversation by encouraging all 6 hairstylists (1.4M cumulative social footprint) to post branded content throughout the campaign.

PHASE II: Amplify the awareness of BLONDME via a #ForgingBonds contest prompting users to tell us about the bond they have with their clients.

PHASE III: Support further awareness of BLONDME and the Integrated Bonding System Technology via product education content.

Results

Throughout the duration of the 6 week campaign we garnered:

a.) 2.3 Million engagements* across brand, talent and distributor social media networks

b.) More than 275K likes, comments, shares and views from 6 hairstylists social channels alone

c.) More than 200 video contest submissions in just 3 weeks (casting for Forging Bonds Part 2)

d.) Drove over 9.6 Million Impressions*

e.) Received over 1.2 Million video views* across social and digital

* Includes organic and paid

Media

Video for Schwarzkopf Professional: Forging Bonds

Produced by

SOCIAL HOUSE, INC., Schwarzkopf Professional

Links

Entry Credits