The hair care market is fiercely competitive. With the wide range of choices available customers are able to select from a repertoire of preferred brands, taking advantage of price promotions.
This is especially true of TRESemmé’s key target audience –Savvy Style Seekers* – who are always on the lookout for the next best thing.
Traditional advertising has been successful in maintaining strong levels of awareness for TRESemmé, ensuring the brand remains top-of-mind; however brand loyalty is harder to instil. For the brand to truly shine, spot ads alone weren’t going to wash so a different approach was needed to create a deeper connection.
The TRESemmé and Britain & Ireland’s Next Top Model partnership on Sky Living HD was a UK first to include both sponsorship and product placement within a show.
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The key objectives of the activity were to:
To differentiate the brand, TRESemmé’s unique positioning needed to be brought to life. TRESemmé has a rich and trusted heritage as a high quality product, developed and used in salons and now brought to a more extensive clientele through competitive pricing. To this end it is described on every bottle as ‘Professional. Affordable.’
Savvy Style Seekers can be tricky to reach through TV, but they are passionate consumers of fashion and style content. When a connection is made, through the right channel or programme for instance, it can deliver unrivalled engagement. They are very receptive to word of mouth and their friends’ views, frequently discussing fashion and beauty topics. To create maximum impact it was important to find a credible way to enter their lifestyle and become part of the conversation.
The solution was to partner with a can’t-miss programme for this audience: the Next Top Model franchise on Sky Living HD. Savvy Style Seekers love watching Next Top Model, not to mention talking, tweeting and texting about it. However, broadcast ads alone were not enough; full congruence was needed, which is how Sky Media came to propose a multi-faceted campaign for TRESemmé.
Carat and Sky Media took early advantage of the change in the PP rules in February 2011. TRESemmé products were shown being used by models and hair stylists, strengthening the brand’s association with professionals. Products were strategically yet subtly placed in the models’ house, used on all shoots and added using post-production digital placements to maximise exposure, without running the risk of irritating viewers.
The modern and stylish sponsorship credits clearly established the premium identity of the brand, but TRESemmé needed a more deeply embedded connection with the audience which is where Product Placement (PP) came in. Sponsorship elements included:
The televisual impact continued online. In conjunction with the show’s hair stylist TRESemmé created bespoke ‘Get the Look’
videos which explained the key looks. Hosted on the Sky Living and TRESemmé sites, they were also promoted through fashion and beauty bloggers, generating word of mouth.
To provide as much additional material as possible for fans, TRESemmé launched a microsite packed full of exclusive content. The site became a destination for devotees by including a virtual Next Top Model house, images from the shoots, show teasers and competitions.
Partnering with Sky Living HD, TRESemmé was fully involved in Britain and Ireland’s Next Top Model Twitter activity, becoming part of the show’s live conversations. This included exclusive interviews with evictees, creating conversations and sparking live debates with fans of the show. The social media teams were also able to seed exclusive images to influential media contacts.
Carat negotiated a Next Top Model licence which enabled TRESemmé to run on-pack promotions across key product lines. Consumers were encouraged to purchase products to gain a unique code, and then go online to the virtual house to enter with chances to win cars, holidays and free Sky for a year.
In pursuit of a fully-integrated sponsorship, Sky Living HD invited TRESemmé to become a joint partner on various PR and marketing opportunities. These included:
The success of Next Top Model 2011 presented TRESemmé to a broader yet highly targeted audience. In 2011 the series was seen by 7.7 million viewers, with total coverage up +23% year on year.
With TRESemmé on board, Next Top Model gained more than:
• 12 million impressions online
• 165,000 Facebook fans
• 13,000 followers on Twitter
To gauge the effect of such an all-encompassing partnership Sky Media commissioned bespoke research. Over a three-month period more than 1000
quantitative interviews were conducted, and
over 60 hours of qualitative discussions held
in both London and Birmingham.
The research discovered extensive evidence of successful campaign delivery, in terms of both sponsorship effectiveness and the incremental effect of product placement.
For instance, sponsorship awareness continued to grow throughout the campaign with the last wave of research peaking at 59% – way above the average Sky Insight norms. The combination of sponsorship and product placement helps shift perceptions across the board, with those aware of PP more likely to register a higher affinity to TRESemmé.
The overall campaign increased both talkability for the brand (69% for viewers aware of PP and sponsorship vs. 45% for non-viewers) and advocacy (79% vs. 61%) at mid-stage ii. Other brand value measures which moved positively
include ‘professional’, ‘value for money’ and ‘salon quality’. Those aware of the product placement element recorded enhanced scores across all these measures.
The combination of campaign elements helped reshape perceptions of the brand, transforming it from an ‘everyday’ brand to a more glamorous and exclusive premium salon product in the eyes of its target audience.
The qualitative research gave Carat and TRESemmé many useful insights, including a viewer summing up the impact of the campaign succinctly with “if it’s good enough for models, it’s good enough for me.”
In a tough market where premium products are under pressure, the TRESemmé brand was up 8.1% year on year [IRI £ sales 52 week ending 5th Nov 2011].
Overall the results were extremely persuasive, and convinced TRESemmé to extend its association with Next Top Model and Sky Living HD for the 2012 season.
TRESemmé was thrilled with its first big partnership – so much so that not only has it renewed the sponsorship for 2012, it has significantly increased investment – with plans to expand the scope and impact of the sponsorship.
“We’ve found the ideal property which has significantly improved consumer brand attributes giving great results for long term brand health – and that’s why we’re coming back to make it work even harder for the new series in 2012.”
Mark Bleathman, Brand Director – Hair Category, Unilever
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