Launch Not Your Mother’s first national campaign in a way that definitely doesn’t feel like your mother’s cliche hair care commercial.
An honest, whimsical campaign resulting in 223 million impressions in the first month and increasing brand awareness by 8 points all by sharing women's hair stories.
What We Did
-
Creative Strategy
-
Creative Development
-
Production
-
Post-Production
-
Design
00:00 / 00:00
00:00 / 00:00
Most hair care commercials aren’t real at all. They’re full of hair extensions, models, and a bunch of trick camera shots. So, we decided to interview 20 women about their real relationship with their hair. Then, we took the most humorous, most honest stories and re-enacted them to prove to women that their hair-care struggle is real, and this isn’t your mother’s typical hair care.
00:00 / 00:00
00:00 / 00:00
223M
impressions in the first month
+8%
brand awareness increase
exceded CTR targets, pageviews and VCR benchmarks
