The Campaign

TRESemme is on its second year in the Philippines, and salon products are the newest trend in the country. With new salon brands like P&G’s Vidal Sassoon entering the market, we needed to make TRESemme stand for salon gorgeous hair. We did this by associating TRESemme with fashion, which built an image for the brand as being used by professionals. Meanwhile, Asia’s Next Top Model (ANTM) is the biggest, most talked about fashion model search in the region watched by affluent Filipino women who are interested in beauty, fashion, and celebrity reality TV – spot on TRESemme’s target audience. We had the idea to create branded entertainment by putting TRESemme and ANTM together in a partnership designed to strengthen the brand’s salon positioning. The partnership lived above- and below-the-line, but always geared towards delighting the brand’s audience. The centerpiece of the campaign was a unique event called TRESemme Runway Ready, a live fashion show that demonstrated professional endorsement and salon expertise for the brand. We partnered with the country’s top hair stylists, local & international fashion designers, and ANTM to create the country’s first ever “Backstage Fashion Show”.

Results

The objective for the campaign was to show that TRESemme is a brand used by professionals to create “hair gorgeous enough to wear on the runway”. But the challenge was that prepping models is generally something done off-stage. We needed to bring the glamour of the backstage to the foreground while keeping the familiar format of a live fashion show. The strategy was then clear: show what happens behind-the-scenes, which is an experience typically reserved for an exclusive group of VIPs closely involved in the making of the fashion show: designers, models, event directors, and stylists. We relied on the mystique of the backstage to appeal to curiosity. In the execution of the live experience, the most important task was to glamorize the backstage – especially the hair styling. We did this by working with the country’s top hair professionals, showing how they expertly can create the season’s trendiest hair styles on top fashion models using TRESemme. We also partnered with the most popular international and local brands – Zara, Kate Spade, Massimo Dutti, Marc Jacobs, Kenneth Cole, Stradivarius, and more – to legitimize TRESemme’s position in the fashion world making it a credible professional brand. The show was well-attended by celebrities, socialites, the press, and the most popular names in fashion who have generously expressed appreciation for the one-of-a-kind event.

TRESemme’s intended audience was naturally drawn to the content as beauty-seekers are typically interested in fashion and celebrities. But it was not enough to rely on people’s general interest; we needed to make TRESemme Runway Ready a unique live experience – something people have never seen before. Guided by the thought that TRESemme should be seen as product used by hair stylists on runway models, we created the country’s first ever fashion show to showcase not only the runway but also what goes on at the backstage, giving the audience a unique, enjoyable experience.

TRESemme Runway Ready delivered results well beyond expectations: 1) 60 bps MAT share gain blocking trial for VS. Vidal Sassoon growth has been flat since launch and TRESemme continues to be 10x bigger! 2) 50% YTD GSV growth 3) 40% YTD USG 4) #1 Unilever brand in E-Commerce and Watsons, the largest department store in PH Above-the-line and PR: 1) 550 million digital impressions 2) 11 million unique digital reach equivalent to 80% of TRESemme’s target market online 3) 1.2 million engaged users vs. 100K engaged users same period LY 4) 100% FB fan growth 5) €227,000 earned media values 6) 355 million TV viewers of 12 ANTM episodes with branded episode challenges 7) 141 viewer affinity score of ANTM with branded episode content 8) 9.8 million TV viewers of TRESemme Runway Ready Fashion Show in just 1 night! 9) Over 75,000 copies sold of MEGA magazine with ANTM TRESemme feature