The Campaign

TRESemme Runway Ready is an ideal case for PR with its use of a popular context to bring the brand’s proposition to life with a story that’s not only exciting, but perfectly aligned to the brand image and product positioning that TRESemme is aiming for. The objective was to show that TRESemme is 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 fashion show. The strategy was 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 execution, 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 expressed appreciation for the one-of-a-kind event.

The Brief

The goal for the campaign was simple – get key opinion formers in the media and the fashion world to endorse TRESemme as their preferred hair care brand in order to build an image as the legitimate salon brand used by professionals. The campaign was designed to live in TV and digital, people’s top sources of information when it comes to beauty and fashion. It was to be measured in terms of saliency and reach, and we knew we could only achieve scale by earning free media exposure with PR.

Results

TRESemme Runway Ready delivered the ff results: 1) 60 bps MAT share gain blocking trial for VS. VS 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 ATL and PR results: 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

Execution

The original steps we outlined for the campaign were: • Build an association with ANTM by a BTL event amplified through ATL – the TRESemme Runway Ready casting call where we invited aspiring models to try out for the TRESemme fashion show, done in partnership with ANTM • Deliver the message through a unique fashion show designed to spur talk about the brand • Amplify the content via PR, by engaging the top key opinion formers in beauty and fashion The original campaign design was executed as planned, and further scaled-up with the use of social media, which we saw as a different kind of PR hinged on giving the brand’s followers social currency to endorse the brand.

The Situation

TRESemme is on its second year in the Philippines, and salon products are the newest trend. With new salon brands like Vidal Sassoon entering the market, we needed to make TRESemme stand for salon gorgeous hair. 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 and fashion – spot on TRESemme’s audience. We had the idea to create a PR campaign that puts TRESemme and ANTM together in a partnership designed to strengthen the brand’s salon positioning.

The Strategy

The communication strategy relied on the content – the story of a one-of-a-kind fashion show – to grab attention and build credibility for the TRESemme. We leveraged on this creative idea and Unilever’s strong relationship with the press and key opinion formers in beauty to land the brand’s message, in a subtle and entertaining way – amplified through digital media and PR, and executed in parallel to strong advertising and branded content on ATL.