| Title | BLOGGED & BOUND |
| Brand | UNILEVER AUSTRALIA |
| Product / Service | TONI&GUY |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | JWT SYDNEY, AUSTRALIA |
| Entrant Company: | JWT SYDNEY, AUSTRALIA |
| DM/Advertising Agency: | JWT SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Mark Harricks | Jwt Sydney | Executive Creative Director |
| Ashadi Hopper | Jwt Sydney | National Creative Director/Digital/Direct |
| Daniella Adam | Jwt Sydney | Senior Art Director |
| Tahlia Calvisi | Jwt Sydney | Writer |
| Jesse James Mcelroy | Jwt Sydney | Director/Editor |
| Matt Townsley | Jwt Sydney | Retoucher |
| Salvatore Cavallaro | Jwt Sydney | Finished Artist |
| Milly Hall | Jwt Sydney | Senior Account Director |
| Sarah Low | Jwt Sydney | Account Director |
| Nicole Conway | Jwt Sydney | Account Manager |
| Vicky Rhedey | Jwt Sydney | Producer |
| Graeme Mahn | Jwt Sydney | Head Of Print |
| David Johnson | Jwt Sydney | Developer |
| Daniela Gillis | Jwt Sydney | Digital Producer |
| Angus Hennah | Jwt Sydney | Executive Creative Director |
| Taek Yang | Dimension Studios | Photographer |
| Peter Boone | Unilever Australia | Chief Marketing Officer |
| George O'neil | Unilever Australia | Marketing Manager Haircare |
| Candice Fernandez | Unilever Australia | Marketing Specialist |
| Radek Strzelecki | Unilever Australia | Marketing Specialist |
When it comes to fashion TONI&GUY is a brand that believes your style is more than just your clothes. As a salon brand with a rich fashion heritage, TONI&GUY enables consumers to create hairstyles that compliment their fashion sensibilities. We call this Hair Meet Wardrobe. To launch the Hair Meet Wardrobe positioning to Australian consumers, we wanted to go beyond mainstream fashion media and recruit fashion influentials who could help spread the brand's message to consumers.
As far as blogging has come as a digital medium everyone still aspires to be published in a physical way to show they’ve made it and have it recorded as both a personal and public trophy. Blogged & Bound met this need and championed self-expression with an authentic voice, shunning the artificialness commonly found when brands engage bloggers. Fashion bloggers have amassed a dedicated following; a discerning audience that values authenticity while seeking style inspiration. With their reach now on-par with traditional media, the influence of these bloggers was undeniable and for a fashion lead brand such as TONI&GUY, Blogged & Bound was a currency that appealed to bloggers.
Blogged & Bound is a platform designed to engage with Fashion bloggers and establish a long term relationship with the blogging community. A bespoke publication profiled a select group of 20 influential Australian bloggers. Each blogger featured across two double page spreads and was photographed by a renowned Australian fashion photographer. Augmenting the book are 20 webfilms that explore each bloggers’ rituals and takes the viewer on a journey through their fashion inspiration and describe the role their hair plays in achieving an overall ‘look’. Campaign objectives were: Achieve 2% market share in the first year Drive reappraisal, trial and brand affinity Build social media engagement around the brand message that TONI&GUY is a hair brand associated with fashion.
TONI&GUY successfully recruited 20 of Australia's most influential fashion bloggers using content as the currency to engaged them and their audience with our brand. Additionally the brand also achieve the following results ; ----Please refer to the Confidential Information section which contains all sales results & other confidential data----