The Campaign

Taiwanese females have an increasing need in hair care knowledge and tips on head-to-toe style making. As they spend longer hours online, they become extra sensitive to forums on beauty sites, and information provided by media or recommendations coming from fashion related experts. This information they gain online, proved to have a strong push to their purchase activities. As the result, when Vidal Sassoon launched its new products, it chose to proceed its communication through internet. Aiming to reach its real target audience online.

Results

[Challenge] - The client has a strong urge for its brand message. However, as the gatekeeper to internet users' online experience, Yahoo! persuaded the client to proceed for a neutral placement (let program hosts or guests talk about product features or benefits during conversation) rather than an obvious exposure of products. [Objective] - deliver new product launch message to target audience - enhance product feature and promote current hairstyle trends [Strategy] - Reach its target audience and provide in-depth information through the collaboration with Yahoo! Fashion property. [Execution] - Product placement within Yahoo! Fashion's original video program "Beauty Chatters" to achieve in-depth communications and further strengthen user's awareness toward Vidal Sassoon products and enhance preference. - Also created online branded content site to provide hair care tips and styling trends to provide plenty of contents to users.

Attract attention from its target audience through collaboration with Yahoo! Fashion property. This content site allows users to browse all hair related trends and learn about benefits that Vidal Sassoon can offer.

During the two stages of this collaboration, a total of 1,700,000 page views was accumulated, which is 280% over original KPI; achieved an average of 5 min. Time Spend/Unique User; accumulated over 310,000 of video stream.