Results and Effectiveness

The campaign successfully shifted consumer perceptions of VS, widening the gap between VS and its nearest competitor by 46% againstour critical metric: Brand image of 'leading edge in hair fashion'. In addition, we doubled VS Facebook fans, winning the chance to continue the conversation. Most importantly, we drove sales. By harnessing the power of this simple but significant local insight, VS shampoo sales grew by unprecedented 30%, and VS conditioner rose by 50%. As far as the next generation of fashionistas was concerned, VS certainly had earned back its mojo.

Creative Execution

Our innovation was a real-time Fashion Wikipedia. Partnering with fashion authority ELLE.com ,we gave our fashion junky a dynamic content aggregator in Taiwanese. The Wiki featured up to date trends, translated in local language, and unlike ELLE.com's editorial content, it prioritized international fashion and beauty news. Content included fashion news-clips and stylist critics sourced by ELLE, interviews and behind the scenes with designer Alexander Wang, one of VS' celebrity ambassadors, as well as local stylists' interpretations of international hair fashion trends. To keep it authentic, VS brand essence was gently integrated throughout the look and feel of the wiki design, and subtlywoven into selected content. Dynamic, and with regular content updates, Fashion Wikipedia became a destination for our fashion junkies. An experience we further extended on the VS Facebook.

Insights, Strategy and the Idea

Vidal Sassoon (VS), a market leader in premium haircare was losing its iconic mojo as a category style leader. Our challenge was to reclaim for VS its rightful place as the undisputed leader not just in haircare, but also in its association with fashion. We needed to recruit the“fashionistas' –young women whose life's mission is to be first to spot and adopt the hottest head-to-toe looks. To keep on top of trends, international fashion news is her only ticket to what's hot. But as we discovered, with most international news being in English, she felt excluded from real-time news, preventing her from feeling trulyat the cutting edge. To solve this, we set out to bring her the latest, most up to date international content in her local language. By empowering her to be and feel leading edge in fashion, we knew we would be bolstering the VS image.