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 yCLEAR"Ly" winners The brand’s opportunity was in targeting 18-35 year old's. Based on their media consumption habits, social media was deemed the best driver for marketing communications and consumer engagement. We established equity in the platform, "Best Night Ever", to build relevance among the target’s lifestyle mindset, creating a clear tie between hair care and nightlife that would set the tone for content developed and shared on Facebook. The women’s Facebook community served as the main content hub and consumer destination for the marketing launch campaign, featuring both branded and non-branded content from paid and earned channels that helped the target understand that your #BestNightEver starts with the confidence from having strong, beautiful hair. Tactics/Successes The tactics employed were designed to drive awareness of the brand. These included: employing the messaging filter, #BestNightEver, to all content to establish relevant dialogue surrounding hair and nightlife; creating a Facebook hub for bloggers and key influencers to provide an “insider" sneak peek before the page fully launched to the public; capitalizing on the social following of celebrity spokesperson, Heidi Klum, and celebrity stylist partner, Jen Atkin; sustaining constant interaction with fans through daily content posts to build a strong fan base; and conducting extensive consumer sampling to provide incentive for liking the page. For our efforts, we successfully accomplished the following: • Secured more than 100,000 Facebook fans in six days after launch with a community of more than 500,000 fans to date • Exceeded our goal of engaged users by 19% to 441,051 engaged users (goal: 372,124) • Induced trial of over 135,000 products via Facebook in the first month of launch • CLEAR SCALP & HAIR THERAPY™ posts reached a total of 55,290,431 and 73,112 ‘people talking about this’ on Facebook • Secured more than 950 million social media impressions since the May 2012 launch