The Brief

Generate a digitally centered, consumer-led and VS branded participation campaign.

Describe how the promotion developed from concept to implementation

Japanese Women in their 20-30’s thrive on the ability to reinvent themselves and summer is usually the time for them to transform. But as the economy worsens and jobs become hard to find they have little time to fulfill their fashion dreams. So this year Vidal Sassoon offers them a chance to become a Summer Cinderella. To transform their beauty and win a summer job as a Vidal sales girl.

Describe the success of the promotion with both client and consumer including some quantifiable results

There were over 1 million visitors overall and share was up 20% within one month of launch. It was the Highest Unique page visits in all Vidal Sassoon Japan history. Click through Rate of banners hit P&G Japan historical high. Brand likeability jumped 130% and purchase intention went up 170%.

Explain why the method of promotion was most relevant to the product or service

Vidal Sassoon’s brand purpose is about beauty transformation, but it is still a small brand in Japan and cannot compete with large media spends. We needed to have closer stronger interaction with potential consumers and give them a chance to engage and try the brand. Japanese women check their friends’ blogs 7 times a day on average. Using digital tools to invite them to participate and engage with the brand was obvious. Giving them the extra entertainment of a talent/reality show plus a tightly integrated sampling activation was the leverage that pushed the campaign towards success.