Drive reappraisal of the brand among younger consumers, without alienating existing users/fans, whilst highlighting product benefits for blonde hair.
The 'Very Important Blonde' (VIB) campaign.
Tap into the world of the blonde celebrity and award 'VIB' status to those who appeal to our target audience.
To hit both audience groups, the first celebs to be given VIB status were TOWIE’S Lydia and her mum Debbie.
A ‘red carpet’ photoshoot, behind-the-scenes film footage and bespoke press interviews created newsworthy assets that secured widespread feature-led coverage in print online and social.
Full page and DPS features including Reveal, Now, Love it and Bella. Plus big splash online coverage on Daily Mail Online, The Sun Online and Fabulous Online.
Just one tweet from Lydia (844k followers) generated a substantial peak in sales. With no support from any other comms activity, the brand had their biggest sales month ever following the editorial we created.