Brief Explanation

No.1 in Korea Anti-Hair loss shampoo, Ryo has function to cool down the heat buildup in scalp that causes hair loss. Ryo’s target audience is 30s to 40s women that they are worrying about hair loss. But most people don’t know what exactly causes of hair loss. We need a way to spread the information about heat on the scalp that causes hair loss to our targets. Our target, 30s to 40s women are belonging to highest stress index in Korean society. They experience the ‘stress out’ in daily lives. We designed an interesting and sympathizing causal relationship campaign that minds in stress connects to heat on the scalp. It selects typical situation about stress through many interviews as mother, wife and office worker. This creative campaign contains ironical expression under that situation. Beginning of the campaign, we used YouTube true-view for the campaign seeding. This video spread quickly among women. So, received not only high YouTube view counts but also was nominated as the most talked-about video in several major Korean video sites and blogs. After the release of the video, the online contents regarding Ryo has steadily increased by 90% in just two months