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
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