TRESEMMÉ RUNWAY READY FASHION SHOW

TitleTRESEMMÉ RUNWAY READY FASHION SHOW
BrandUNILEVER PHILIPPINES
Product / ServiceTRESEMMÉ
CategoryA06. Events & Experiential (incl. stunts)
EntrantOGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Entrant Company OGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Advertising Agency OGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Advertising Agency 2 VISIONS AND EXPRESSIONS Makati, THE PHILIPPINES

Credits

Name Company Position
Maffy Tamayo OgilvyOne Worldwide Manila Account Director
Tricia Bucag OgilvyOne Worldwide Manila Senior Account Manager
Mike Sicam OgilvyOne Worldwide Manila Executive Creative Director
Karl Garcia OgilvyOne Worldwide Manila Copywriter
Rein Dionisio OgilvyOne Worldwide Manila Art Director
Rainiel Yap OgilvyOne Worldwide Manila Project Manager
Toto Chichioco OgilvyOne Worldwide Manila Agency Producer
Cookai Talusan OgilvyOne Worldwide Manila Agency Producer

The Campaign

How can a new premium player make itself relevant in a category cluttered and ruled by mass brands? To create differentiation and attract the discerning taste of its target, we needed to introduce TRESemmé as a thought leader in trends for the modern, fashion savvy women who desire salon gorgeous hair at home, every day. Last May 6, TRESemmé mounted the Philippines’ first ever backstage fashion show: TRESemmé Runway Ready. Instead of the usual fashion show where spectators only see the finished product, the styling secrets and the magic that happens at the backstage were put at the forefront with a live, never-before seen choreography in hairstyling. TRESemmé partnered with the most renowned fashion designers and the most credible hair professionals to highlight how audiences can recreate the season’s hottest hair trends in their own homes. The event was graced by over 1200 top personalities and members of the media, the highest recorded attendance for any fashion event in the country within the same year. It also had simultaneous live coverages in top 7 TV networks and an exclusive 30-min special on E! Asia. And for the 1st time ever, a brand made a runway show streamed live on digital and in 7 of the country’s biggest LEDs, yielding as much as 392M eyeball hits in 1 night that prompt a special offer in top E-commerce sites. In parallel, bloggers, magazine editors and influencers helped sustain conversations online achieving 2B impressions, reaching 80% of digital target and 13M unique users.

The Brief

The key objective of the campaign was to generate buzz about TRESemmé as the brand used by salon professionals and the top choice for styling the latest hairstyles on the runway. The TRESemmé Runway Ready Fashion Show became the perfect venue to communicate this because it showed consumers a perfect marriage of the latest hairstyles styled by top hair professionals and the hottest looks on the runway from the country’s biggest fashion designers. This helped in building TRESemmé’s association as a brand that used by professionals and helps the consumer express her personal style.

Results

Output/Awareness: TRESemme Runway Ready became the most talked about fashion event in the country. - Reached 13 million unique online reach (80% of target FB users) - Generated 2Billion online Impressions - Gained 18M viewers, 392M eyeball hits in 1 night via live event coverage across 7 TV networks and 7 national LED billboards - Yielded over 350,000 Euros earned PR Values - Increase in GTS brand awareness scores - Consistent earned media presence with highest SOV of 30% in the premium category (iSentia) Action/Business Impact: This also resulted to stellar business results with TRESemme becoming the fastest growing Unilever hair brand in PH, at +95% YTD growth, now also the second biggest TRESemme country in Southeast Asia. It also catapulted the brand to record high shares in modern trade (+135bps), becoming the #1 hair brand in department stores at 20% share and biggest Unilever brand in e-commerce.

Execution

For the TRESemmé Runway Ready fashion show, we brought to life collaborations between sought-after hair professionals Jing Monis, Lourd Ramos, and Victor Ortega and top fashion designers Rajo Laurel, Rhett Eala, and Francis Libiran to showcase the season’s hottest long hair trends. Top style icons and celebrities created hype about TRESemmé Runway Ready by posting teasers and showing their excitement leading up to the event. Online, consumers generated conversations and participated for a chance to get an exclusive invite to the show. The campaign culminated into a fashion show that took the audience backstage, showing TRESemmé as the styling secret behind long salon gorgeous hair. This was done through a live choreography showing how hair professionals achieve the look for every hair trend. This was covered live by 7 TV networks and streamed live on the country’s bggest LEB billboards.

The Situation

TRESemmé is a newcomer in the emerging premium segment of the Hair Category. The brand’s biggest challenge is how to reach its target audience currently bombarded with advertising clutter from bigger, more established mass brands. Using the full ecosystem of fashion, TRESemmé was able to cut through the clutter and reinforce its premium salon credentials via a unique, integrated brand experience called TRESemmé Runway Ready. A fashion first in the Philippines, this unique sartorial stunt brings the backstage at the forefront of a fashion show, unveiling the true hairstyling secret used by professionals – TRESemmé.

The Strategy

TRESemmé aims to inspire discerning style-seeking Filipinas aged 21 to 29 years old to upgrade from their current shampoo and conditioner to TRESemmé’s hair care and styling range. These encompass middle class women with more complex hair needs beyond basic wash and care. For them, fashion and style are important and they are keen to wear the latest trends. They get recommendations from a friend, magazine, or an expert and celebrity she trusts. TRESemmé was keen on taking on the challenge to provide the meticulous and critical hair consumer with professional hair solutions. However, it was important to note that this consumer has aspirational taste, so TRESemmé played in that space and developed a strategy that would appeal to the style-seeking Filipina. To address this challenge, the creative experts behind TRESemmé collaborated to come up with the TRESemmé Runway Ready: The Country’s First Backstage Runway Show.