2013 Social Media Icon Awards: Facebook: PR Campaign (Consumer)

Winner: Weber Shandwick - CLEAR Scalp & Hair Beauty Therapy Launch

Talk about a hairy PR challenge. In 2012 consumer-products giant Unilever partnered with PR agency Weber Shandwick to introduce a line of shampoos and conditioners, Clear Scalp & Hair Therapy, that turns the conventional hair-care discussion on its head. The product line, focused on African-American women and men, takes a breakthrough approach by starting with scalp nourishment to create the right foundation for strong, beautiful hair.

Weber Shandwick initially created a multi-channel campaign to launch the brand’s social media presence and lead online conversations surrounding scalp and hair care, featuring a dedicated Facebook page. The agency also developed a social communications platform, #BestNightEver, to build relevance for the brand among the targeted demos and create a clear thread between hair care and nightlife. #BestNightEver showcased celebrity spokespeople and stylists and consumer sampling to provide incentive for liking the Facebook page.

The Facebook campaign was augmented with ad buys on traditional media properties and partnerships with influential fashion and beauty bloggers, who shared branded content through sponsored blog posts. The campaign has worked up a real social lather for the hair-care product line, securing more than 100,000 Facebook fans just six days after the May launch, with 420,000 fans to date. Since launch, the campaign has also garnered more than 890 million social media impressions. —Matthew Schwartz 

Honorable Mentions:

· Cooney/Waters Group – Parkinson's More Than Motion

· DoubleTree by Hilton - Little Things Project Campaign

· Seminole Hard Rock Hotel & Casino Tampa – Branding a Job Fair

· Vodafone - Live Young, Live Free

· Weber Shandwick – Degree Men: Masters of Movement

· Zeno Group – Seattle's Best Coffee Brews Up a Black Friday Deal with a Twist 

Return to Social Media Icon Awards 

1 Comment


About Bill Miltenberg

Community Editor at PR News.

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.