Why is this work relevant for Brand Experience & Activation ?

TRESemmé, the global authority on runway standard gorgeous hair, has continuously given women all over the world salon-quality products. From its origins in salons, TRESemmé has always been dedicated to offering hair care and styling products as it understands how great hair gives you the confidence to own the streets and make the world your runway. Since its launch in the Philippines, TRESemmé has established its credibility in hair care and styling, with a solid equity in the fashion space which the brand has always owned locally. It has always been known to be at the forefront of trends in

Background

In 2018, the brand was tasked with having its biggest relaunch yet with the introduction of the NEW TRESemmé Range, now infused with 8 precious oils, along with a new product, the Professional Series Serum Conditioner, all designed to give you runway standard gorgeous hair. With this upcoming product relaunch, how could TRESemmé be top-of-mind despite the numerous haircare brands available in the market? How could it differentiate itself in a functional light, while further solidifying its equity in fashion and trends? What could make Filipinas consider the new and improved TRESemmé range? For this campaign, the main objectives for the brand and its partner agencies were to amplify the relaunch of the new product range and create desirability for the products in both functional and emotional aspects, by using fashion and trend-setting as ways in, and in a way different from what the brand has done before.

Describe the creative idea (20% of vote)

The brand’s #TheWorldIsMyRunway campaign is all about showing how every woman can slay every street and every corner, translating her every day. With this rationale, TRESemmé mounted this show to amplify the relaunch of the TRESemmé product range by also showcasing the newest trends in both fashion and hair styling. TRESemmé teamed up with internationally acclaimed Filipino designer Carl Jan Cruz to bring to life its message of making the world your Runway. Cruz made his runway debut in the Philippines with the hair brand made for the runway. To go with the unique silhouettes and textures of the #CarlJanCrewz collection, TRESemmé’s in-house hair experts Lourd Ramos and Victor Ortega recreated some of the looks as seen in NYFW 2018, namely “Pin and Go” and “Twist and Turns” . Suyen Salazar also revealed a new hair trend named “The Thread”, that she collaborated on with Carl Jan Cruz.

Describe the strategy (20% of vote)

TRESemme’s campaigns have always revolved on showcasing the intersection of hair and fashion, how one greatly influences and revamps the other. This year, the brand wanted to take this message to the next level and re-establish itself as the thought leader in these spaces, with the relaunch of the new TRESemmé product collection. For 2018, TRESemmé wanted to further solidify its credibility in both hair and fashion to give stylish Filipinas the products, trends, and confidence they need to make the world their runway. This was the main inspiration for TRESemmé’s relaunch campaign, #TheWorldIsMyRunway.

Describe the execution (30% of vote)

As the brand’s first ever street-style fashion event, TRESemmé Runway Ready 2018 completely transformed an old parking lot-slash-construction site into the ideal fashion show venue. Hairstyling stations were available for guests to experience the hair trends that’d be featured on the runway that night. Model selection was a mix of professional models as well as everyday personalities to further communicate the key message. Prior to the show, a Facebook Live was held to let viewers in on backstage action. This allowed consumers at home to be immersed and engaged in the event, in real time. The show started with a manifesto video shot in New York Fashion Week, featuring top fashion curator Kim Jones. Striking visuals of cityscapes and streets signified the show’s start, along a masterful demonstration of the hair trends by TRESemmé’s in-house hair experts. The evening ended with an afterparty featuring beats from the country’s top DJs.

List the results (30% of vote)

TRESemme’s #TheWorldIsMyRunway Runway Ready campaign generated outstanding results in PR and influencer values: • 7.6M Total potential reach via influencers • 26.6M Total impressions generated • 133K Euros in influencer values • 50K in publication values • Total ROI of 437% vs. PR spend In terms of sales, TRESemmé performed well in the haircare category as proven by the following highlights: • 17% growth on MAT Sales Value Increase in premium hair category shares by 20 base points Overall, this year’s Runway Ready with the theme #TheWorldIsMyRunway, became a milestone event for TRESemmé as it perfectly captured the essence of the campaign via an omni-channel approach and collaborations with the country’s top fashion and hair experts.