Henkel set us an ambitious challenge for their Schwarzkopf LIVE Colour (hair-dye) brand; drive a strong growth trajectory which shifts them from no.3 to no.2 in a cluttered and competitive category. To add to the challenge we had the additional backdrop of limited budget, a need to be ‘always-on’ and no creative assets.
Although the task was daunting we knew we had the proprietary tools and collective knowledge to tackle it. Bespoke research allowed us to identify a clear Missed Opportunity growth audience and the point at which we could have most influence over their purchase decision. Analysis of the brand value positivity gaps between Purchasers and the Missed Opportunity audience gave us a credible way-in to start the conversation.
We created Colour Outside The Lines, a digital and print content partnership with Hearst’s Cosmopolitan on a scale they’d not previously activated. Using credible Style Leaders to deliver ongoing conversational content which resonated the results smashed both our targets and client expectations.
The campaign achieved ultimate success when LIVE didn’t move to the no.2 position but instead became the no.1 hair colour in the market during the duration of the campaign.