Shared fun leads to sales 06/06

Social networks help bring the brand proposition to life

CHALLENGE

• Herbal Essences means shampooing fun.

• But: sales were unsatisfying and our largest target group of potential consumers – fun-seeking teens – wasn’t connecting to the brand.

• We needed to convince them that HE is made just for them.

 THE MEDIACOM DIFFERENCE 

• Research showed that teens need to share a fun experience to make it complete.

• We enabled them to spread the word about their HE experience with friends by uploading lip-synching videos, using HE bottles as microphones, to our minisite.

• The best visitor-rated clips were shown on TV!

 RESULTS

• Over half the target visited our minisite.

• Preference increased by 45% and market share rose by 35%.