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CLAIROL: #lockdownyourcolor
Location
Toronto, Ontario
PROJECT & PURPOSE:
Having done zero PR activations and outreach in more than 10 years, Clairol Color came back to the media landscape after a huge absence. We strategically took advantage of the pandemic lock downs and salon closures and created a program to encourage participants to take the color/health of their hair into their own hands. To dispel some of the myths and concerns around coloring hair at home, we hired a well-known PRO Hairstylist to help encourage influencers to create content by coloring their own hair with expert tips while highlighting the ease of use and beneficial formulations.
EXECUTION:
Ambassador Casting
Media Relations
Virtual Education Session with PRO Hairstylist
Earned & Gifted Influencer Programing
In-store Shopping experience to support
RESULTS:
With a campaign of only 15 influencers, we generated more than 1.1. Million in impressions and more than 49 posts, including 22 in feed posts. A huge win. We convinced influencers who were not willing to color their hair to take their beauty into their own hands by providing them with the education required to do things comfortably at home.
