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Iris Dorbian
Winner: Starcom MediaVest Group – Herbal Essences "Tressed to Impress"
Up until recently, Clairol’s Herbal Essences brand was in a slump, both image and sales-wise. When the brand first surfaced in the 1990s, it was accompanied by a much-hyped marketing campaign that played up the extra sweet fragrance of the shampoo. Unfortunately, that wasn’t enough to spike sales in a crowded market, and soon Herbal Essences ebbed from public consciousness. In late 2008, Clairol enlisted the aid of Starcom USA to help revive the brand via the new Hydralicious line. The program launched November 2008 and ran to May 2009.
Call to Video Action
Wishing to drive up market share and strengthen brand positioning for the Hydralicious line in a saturated market, not to mention a bad economy, the Starcom team donned their strategizing caps to figure out how they were going to appeal to the female consumers. They decided their target audience would be a “Lily,” an everyday woman who cares about looking good but, unlike a celebrity, doesn’t have the unlimited resources to spend on products. To home in on this audience, the campaign team devised an innovative video platform with Glamour, which they dubbed “Tressed to Impress.”
Leveraging an in-book advertorial casting call, regular women (or “Lilies”) were invited to send in user-generated video for a chance to be featured in five custom reality TV webisodes on Glamour.TV. Also, through the Glamour advertorials, 1,000 readers were sent trial products for feedback on the new Hydralicious line.
From the video submissions, three women were chosen to be featured on Glamour.TV based on their fit for the three types of Hydralicious hair products. They also competed for a chance to win $10,000. The finalists were featured in Glamour magazine. The webisodes got an added viral boost on Facebook and YouTube.
Ratings Are In
Despite the competition, a troubled economic climate and no other media support for the program from April to June 2009, Herbal Essences grew market share since the launch of Hydralicious, peaking in April ’09 as a result of the program. Total recall of custom print component in this program was estimated at 67%, higher than the category average for any issue of Glamour.
Honorable Mention:
National Geographic Global Media – Goldman Sachs Eden at the End of World: To fulfill Goldman Sachs’ goal of sharing the efforts of the Wildlife Conservation Society with the world to encourage others to follow its example of how big businesses can work with conservationists to save endangered species of the planet, National Geographic leveraged multimedia assets and relationships to create a fully integrated program that brought the Society’s work to the attention of its audience. By engaging avid conservationists with its compelling story through a National Geographic Entertainment Special, National Geographic magazine, a microsite on NationalGeographic.com and VIP screenings, the team saved Tierra del Fuego, a remote area at the southernmost tip of Chile, while instructing business leaders and others on how such great things can surely be accomplished.
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