CASE STUDY:

TRESEMME

TRESemmé is an American brand of hair care product bringing salon-quality hair since 1948. The brand has been driven by a simple truth: every woman deserves to look and feel fabulous, like they’ve just stepped out of the salon.

 

THE CHALLENGE

The brand was looking to build engagement around the idea that you can #beyourownpro without having to compromise between your professional career and your hair care routine. TRESemmé wanted to promote Violet Blonde Shine, their first range designed specifically for blonde hair and their partnership with Boots for the launch on August 27th, 2019. 31.7% of UK women have blonde hair and 28% are already using a color specific products so we needed to help the brand to stand out in a saturated market.

 

THE SOLUTION

We studied the product’s target audience using tools such as Google analytics and the brand’s social media insights (Facebook, Instagram, etc.). This helped us find the right influencers who represent the brand’s ethos and would help us reach the target audience. Our team then analysed the top 200 hair related searches every week. Having the data from the research allowed us to identify the kind of content we should be creating and therefore where our efforts were best invested.

 

So we produced a series of short online videos.

 

We created two types of content, the responsive content, things like day in the life videos, breakfast ideas for woman on the go and the Hero content like the panel discussion.

 

MAIN INFLUENCERS

Joely G Walker Beauty Director @GraziaUK

Rhiannon Lambert Nutritionist

Georgie Coleridge Cole Founder of Sheerluxe.com

 

 

 

VIDEO MARKETING

1x Youtube Panel discussion with all 3 influencers discussing their lives, careers and sharing tips with natural integration of TRESemmé Violet Blonde shine 3x (1x each influencer) Instagram videos “A Day in the Life of” TRESemmé is an American brand of hair care product bringing salon-quality hair since 1948. The brand has been driven by a simple truth: every woman deserves to look and feel fabulous, like they’ve just stepped out of the salon.

 

VIDEO MARKETING

  • 4x (1x each influencer) Instagram videos “A Day in the Life of” with integration of TRESemmé Violet Blonde shine
  • 8x (2x each influencer) Insta stories: – Product demonstrations – Promoting the YouTube Panel video All videos driving to Boots.com + Link to Youtube in bios

RESULTS