Winner: Weber Shandwick and Suave Professionals—#DateNightHair with The Bachelorette
As styling aids continue to decline across the hair care category, Suave Professionals saw an opportunity to drive awareness and increase sales through an exclusive partnership with one of the highest rated summer primetime shows, ABC’s The Bachelorette, and seamlessly align the brand’s target demographic with the show’s audience. The team was challenged to create a conversation with consumers that would break through the existing clutter surrounding the show, successfully borrowing equity from ABC and Bachelorette talent to help drive the brand’s story.
To tell the story, Weber Shandwick created a campaign surrounding the #DateNightHair hashtag that showed women how they can look and feel beautiful everyday, just by following three simple steps to style their hair delivered straight to their Twitter feeds. To help bring the story to life and engage the audience further, the team developed a user generated content promotion inviting viewers to share their #DateNightHair styles for chances to win products or a trip to a taping of the Men Tell All special. Overall, the campaign secured 22.7 million impressions and an average engagement rate of over 13 percent. The user generated content sweepstakes garnered more than 23,000 entries with over 2,300 mentions of #DateNightHair.
Honorable Mentions
- Edelman Digital - Juniper Networks 2014 Junos Cup
- Finn Partners and Jamba Juice - Introjuicing Jamba Juice’s New Juice Line to the Whirl’d
- Live Nation Entertainment - Maroon 5 Promoted Tweet Campaign
- TBWA\Nissan United - GT-R vs. Kim K #BreakTheInternet
- Transamerica
- Trend Micro - AWS Conference Twitter Campaign
- Warner Bros & Edelman Los Angeles