The Campaign

Tresemme seeks to win attributes in professional haircare and be seen as a brand that are experts in haircare. The Runway event provides the very platform needed to realize those attributes and to expose to our target audience Tresemme’s credibility in the area of professional and expert hair care. By creating an event that is closely related to modeling, backstage and runway events, it provides Tresemmé exposure in moments that requires expert haircare and professional hair stylist utilizing the product to prep the runway models before the show. Tresemme aims to build relevance between the benefits of the product and the professional assistance these models require in getting their hair done backstage. This event deliver the message that Tresemme is the expert hair care product that enables target audience to attain Runway Ready hair, without being an actual top model, and provide them with the confidence to walk the runway.

The Brief

i. Overall Budget : The campaign budget was approximately $900,000 ii. Breakdown of costs: 50% of the budget was deployed on TV, 40% was on Digital and remaining budget was deployed on Radio & OOH iii. Paid media budget : Overall Budget was the total paid media part as mentioned above

Creative Execution

The campaign aims to invite as many girls as possible to walk the runway. In order to participate, they first need to purchase TRESemme products as their ‘ticket’ to the competition. They register themselves through a microsite and post their runway selfie on their social media to seal their registration. Bi-weekly activations were rolled-out to increase the talkability of the campaign leading up to the Runway event. Mobile platform was used at different stages of the campaign to connect, trigger conversation and amplification purpose • Consumer participation mechanism was designed riding on the selfie trend, and was made easy to participate using mobile social channels • Mobile social channels Twitter and Facebook were used to amplify the conversation as a build up to finale event • Runway finale was totally designed, orchestrated, amplified using mobile as a medium, along with the dynamic creatives implemented via programmatic desk in real time

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

• Over 11.5million unique users were reached on the day of event in less than 12 hours through real-time-planning and optimization making it the highest reaching one day event for Tresemme • By closely monitoring social conversation to create and distribute real-time-content on mobile-social, we succeeded reached 11,5million unique equal to 60% of our target-audience in Indonesia using 18 different real-time-content creatives generated on the spot. • Tresemme worked with key fashion influencers during the day of event, and achieved 4,8million reach in just one day. • During campaign build-up leading to the event, Tresemme received 4436 total digital submissions for a period of 2 months higher than previous year’s submissions • Brand imageries “Inspires women to feel more positive about the way they look”, “Gives you great hair that helps you feel fired up” increases by 10% after the campaign and strengthen brand relevancy factor by more than 10%

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

TRESemme has been using the Runway platform for couple of years, but it used to be driven by TV and on-ground as main channel. With mobile time spent going up year on year, we wanted to leverage mobile to increase participation and engagement, to reach the target audience beyond the Runway finale event.

Meet our discerning stylish women female, 21-29 years old where her life is her runway. She wants to look Runway ready every single day. She takes charge of her image, knows what she wants and understands the value of looking good. She believes in the power of professional touch knowing full well that when her hair is right, she walks two inches taller and feels in control of her destiny. We developed a big bang event to celebrate people with gorgeous hair on the runway stage by inviting all audition winners to get hair style and modeling experience on the catwalk. We organized workshop by style counsels about style & hair for all the participants prior to event. Additionally, brought the backstage experience on stage by demonstrating special hair style of the audition winners by the great hair stylists.