The Brief

TRESemme, a challenger brand experiencing rapid growth globally – had ambitious growth plans to break into the SE Asia hair care category, particularly Indonesia (where every third ad is for hair care) & the Philippines (with a budget 1/5 that of leading shampoo). The challenge? To introduce TRESemme to 20-35 year old discerning style-seekers, gaining brand awareness amidst big competition. The strategy? Become part of the content that this target audience love and turn to for fashion insights. Enter TRESemme’s Inner Top Model, a collaboration with one of the most popular show is SE Asia – Asia’s Next Top Model.

Describe how the promotion developed from concept to implementation

TRESemme partnered with Asia’s Next Top Model and became part of the content, launching the search for the new face of TRESemme. Integrated content, challenges and celebrity stylists educated contestants, and empowered girls to release their Inner Top Model. Exclusive behind the scenes content, live chats - and even on ground events that toured across the countries turning city streets into runways, before releasing the record breaking TRESemme Runway Ready Fashion show - a large scale, crowd-sourced catwalk where 1000s of girls walked behind the three finalists of Asia’s Next Top Model in Jakarta and Manila.

Describe the success of the promotion with both client and consumer including some quantifiable results

TRESemme shone in the spotlight achieving record-breaking market share: increasing in Indonesia by over15% and in the Philippines by over 53% Key brand measures also enjoyed impressive increases: Brand Awareness: +18% Purchase Consideration: +21% Brand used Most Often: +10% Is a Brand I Trust: +12% I would recommend to Friends/Family: +10% All while the leading competitor doubled their investment in both countries, and yet were experiencing declining brand measures. By becoming part of the content of Asia’s Next Top Model, TRESemme had won a place in the hearts of all the region’s Inner Top Models.

Explain why the method of promotion was most relevant to the product or service

We identified the media consumption trends of the target market and found that ‘Discerning Style Seekers’ are fashion forward girls who love following international fashion trends but are also addicted to local reality programs. TRESemme needed to be a part of the content they loved and Asia's Next TopModel was that perfect platform; to communicate TRESemmes transformative power , and become recognized as the brand empowering women to have professional, salon quality hair, at home everyday.