We create a voice for TRESemmé in Traditional media and communication so that now everyone can have “Chair-worthy hair” every day. In the Non-Traditional space, we showcased how TRESemmé was a fashion-forward and trend-setting brand. TRESemmé was the official hair care sponsor of Mercedes-Benz Fashion Week. Since 2011, TRESemmé focused on providing exclusive, behind-the-scenes, and front-row access to their hair styling team and models, allowing them to showcase professional-quality products in action, merging salon-gorgeous hair and show-stopping runway style like never before. With an on-site activation and sponsorships of top designer shows and a multi-media advertising campaign– broadcasted live from Mercedes-Benz Fashion Week on YouTube and Twitter, translating runway style to ready-to-wear looks, changing the brands trajectory.
Since the TRESemmé and NYFW collaboration in 2010:. Total impressions annually: Over 5.5 billion earned impressions and 49 million views. Over 50 paid and earned influencers created over 250 pieces of organic content, with over 14M impressions and 1M engagements, causing an 66% increase in impressions year after year. Influencer, celebrity, and stylist behind-the-scenes (BTS) videos generated millions of views globally each year. On-ground experiential events and influencer networks, have generated over 84 million+ impressions.
We also created the first App, granting access to this high-profile event everywhere while delivering exclusive, inspirational content in real-time. We gave access to the most fashionable styles at your fingertips. Within five years of the Chair-Worthy hair launch, the Unilever shampoo brand TRESemmé had overtaken rival Pantene in market share and launching it to the number 1 haircare product worldwide.