CANNES RED CARPET HIJACK

TitleCANNES RED CARPET HIJACK
BrandTRESEMME
Product / ServiceHAIRCARE
CategoryA02. Fast Moving Consumer Goods
EntrantPHD INDIA Mumbai, INDIA
Media Agency 2 PHD INDIA Mumbai, INDIA
Entrant Company PHD INDIA Mumbai, INDIA
Media Agency PHD INDIA Mumbai, INDIA

Credits

Name Company Position
Mamta Taliwala PHD India Associate Director
Neha Bansal PHD India Associate Director
Manisha Khosla PHD India Sr Media Planner
Arvind Menon PHD India Copy Supervisor

Creative Execution

A fool proof plan To bring the ingenious idea to life, we forged partner ships with online magazines with high page visits and quality content that our target audience frequently visited; Fashionomical 0.7 million (Unique users), Cosmopolitan 1.6 Mn (Unique users) and idiva 1.5 Mn (Unique users). We painstakingly matched existing videos to the hairstyles celebrities wore on the Cannes Red Carpet and gave readers an opportunity to decode their favourite celeb’s look, on articles on the portals. We drove traffic to the magazine pages via display banners by using the magazine content on Cannes as a hook.

2 million women interacted with our content during the 1 month campaign period. The content was organically shared over 1000 times. The smart little activation has developed into a full-fledged campaign plan, in which we have identified and formed partnerships with online publishers to tag content on hairstyles of WAGs (Wives and girlfriends) of FIFA players, red carpet events like Oscars, BAFTA etc.

Hijack! With celebrity hairdressers, celebrity endorsers, and awe-inducing hairstyles as part of the brand repertoire, Tresemme had managed to build its equity as a brand that helps create salon styled and red carpet ready hair at home. A dynamic and on-trend repository of DIY hairstyle videos on brand’s YouTube and Facebook page, helped fuel social media conversations around the brand. However, without a representative at the Cannes International Film Festival (2014), we were missing out on what is undeniably the biggest red carpet event of them all. We knew that every lifestyle and fashion portal worth their salt would be covering the festival, the red carpet, the celebs and of course –the hairstyles. We devised a plan for the ultimate hijack. We took over the top digital magazines who were going to do features on the event and linked every single look that was featured to the closest DIY video from our brand repository.

Links

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