+491747278538 proybb@gmail.com

System Professional – Me and my hair

Mar 2018

About

System Professional is a hair care product for hairdressers to distribute to clients. The products pakage are customizable by the hair structure, texture of their clients.

 

To comply with my confidentiality agreement I have omitted appropriated confidential information. 

Task

Create a digital ad campaign to bring System Professional into a new more modern light.

Team

Creative Director
Marion Apphun, William Matthews
Copywriter
Art Directors
Lauren Kraienhorst, Proy, Stefanie Schwarzbach 
 

Select World

Status quo & Main Barriers 

1. The energy code is not understood
2. Lack of AWARENESS & PULL
3. Product Benefits are not clear
4. Brand experience is not experienced
5. It’s an efficacy brand not a love brand

 

Insight

When women talk about their hair, They often describe it as if it has an own personality.

“My hair does what it wants”

“My hair is so subborn!”

“It’s a good hair day today”

Idea

Your hair is so unique and individual that it has even a different personality from you.
Your hair can have it’s own personality.

“I’m quite a tough cookie.
But she’s a sensitive soul

 

“Me? I ’m all calm and collected.
But she’s a ll hurly-burly-curly.”

Execution

Translating our brand promise of ultra -personalization through the creative personification of hair.

We believe: the more a product fits to you and your individual needs, the better.
Ultra-personalization is the luxury of our times.
Once you know your hair better, you can care for it better – powered by us.

#meandmyhair

Transforming the codes into attributes which can describe personality as well as hair.

Campaign pacing

Phase 1: Catch

DAY 1 : HAIR ANALYSIS
• Define the personality of the hair of the influencers

DAY 2 : Photoshoot
• Make a personalized hair care for each of the personality of the hair

Deliverables:
• Activation films
• Teaser Films
• LIVE Vlogging at the events

Seed teasing films on Social Media via Influencers

Phase 2 : Connect & Reveal

SOCIAL MEDIA BRAND CHANNELS & INFLUENCER CHANNELS

 

• Reveal #meandmyhair
• Brand content on SP social media and website
• Brand content on influencers social media

 

Phase 3 : Close

Drives sales and loyalty in the salon/offlon by :
• Personal system ID card (after Hair analysis)
• Personalized travelling hair package
• Personalized site or portal online
• Affliated mechanism
• Newsletter
• Retargeting / follow up