Schwarzkopf communicates its core brand values of irresistibility, colour and inner confidence among 16-24 women
To continue to communicate Schwarzkopf's core brand values of irresistibility, colour and inner confidence. Also, to maintain the brand's profile amongst the core 16-24 women and communicate LIVE's brand values. To create and build affinity with the Ultimate Girls Night in, from LIVE Color XXL we decided to encourage brand 'bonding' and create a big event in 2009 for the target audience to participate in, alongside key messages across the portfolio.
To build awareness among the target audience
A multi platform solution across the Bauer portfolio including: sponsored content and advertorials in Heat and More magazine, a bespoke microsite www.livegirlsnightin.com, 4Music promotional spot activity, editorial activity, branded content and post promotional spot activity, Heat Radio promotional activity, theme day which included listener selections from the pre promote activity, Promotional, editorial and directional media inventory. Plus, prizes of 500 Party Packs, 5 prizes a week for 4 weeks pre promotional activity, 8 prizes per hour between 6pm-11pm.
This was a very successful campaign which over delivered across all platforms. Online delivered a total of 2,4m impressions with 15.6k unique users and 3.2k opt ins. The press campaign reached 1.6m women aged 16-24. The total Campaign delivered £73,703 worth of added value.
The Bauer Live Color XXL advertising performed well overall in terms of awareness, perceptions and reactions to the campaign. Current hair colour users showed an increase in purchase in the last 3 months and suggested that the advertising would make them more likely to consider the brand.