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Case Study: TRESemmé NEW Violet Blonde Shine - Product Launch & Influencer Campaign


Insight

7.5 million (31.7%) of UK women have blonde hair.

Yet only 28% UK blondes use a colour specific W&C product.

One of the main challenges faced by natural and chemical blondes is maintaining the tone and shine of their hair.

Because of this TRESemmé decided to develop and launch the NEW formula TRESemmé Violet Blonde Shine Shampoo & Conditioner.

TRESemmé had reached out to Digital Streamers provide a full 360' influencer campaign.

The Mission

Promote Boots Partnership with TRESemme PRO Collection (Bringing professional salon quality to the masses)

Promote Launch and Boots instore visibility for the 27th of August

To focus the creative on the current creative plan #BeYourOwnPro - EQUIPPING WOMEN TO MAKE THEIR PRESENCE COUNT

Plan & Execution

After thorough due diligence, we had selected 3 main influencers who fit the TRESemmé profile (Influencers with professional outlook on social media): Joely G Walker - Beauty Director at Grazia Magazine, Rhiannon Lambert - Nutritionist and Georgie Coleridge Cole - Founder & Editor of Sheerluxe.com

  • 1 Youtube Panel Discussion video:

Discussion around their career, what they do to look good, feel good integrating VBS + linking it to our values

  • 1 Instagram video: "A day of in life of"

Capturing a key moment for them in their life/career and how the prep for it (integrating TRESemmé).

The campaign features Beats Radio DJ, Naina Sethi; travel mummy influencer, Masha Theone whom also took part on the Instagram Video "A day of in life of".

Supporting influencers, fashion founder Zoe De Pass & fitness influencer, Oenone Forbat created a detailed Instagram Story product demonstration (linking to the product page) & also included a giveaway.

Influencers linked the products on their bio & instagram stories directing viewers to the product. Influencer also shared their Instagram Video across their social media pages incl. Facebook.

Links

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•YouTube Video: https://www.youtube.com/watch?v=rVZRf4n06EE

[endif]

•Rhiannon Video: https://www.instagram.com/p/Bnaig39Fr7i/

•Georgie Video: https://www.instagram.com/p/BnWmP2Lg6Jq/

Sheerluxe: https://www.instagram.com/p/BnT9f2XhkRj/

•Masha Video: https://www.instagram.com/p/BneSAGKBdPa/

•Joely Video: https://www.instagram.com/p/BnUDOevBX8W/

•Naina Video: