NBCUniversal International Network’s (NBCUIN) pop culture channel, E! Entertainment Television, has announced a multi-platform sponsorship deal with Unilever-owned allthingshair.com. The six-month partnership will see allthingshair.com appear in sponsorship idents on E! in the UK and Ireland. The campaign activation will also include co-branded point of sale displays in UK retailers and exclusive online consumer competitions.
The partnership marks the first time that allthingshair.com – an online destination which provides tips and tutorials for styling hair – has incorporated TV as part of its marketing campaign. The aim of the campaign is to grow awareness of the brand’s offering and extensive hairstyle advice – as well as driving traffic to the website and product sales for key Unilever styling brands VO5, Tresemme and Toni & Guy.
allthingshair.com launched the campaign with the hashtag #BeatHairBoredom to encourage millennial women to use styling as part of their beauty routine. Several social influencers, including Freddy My Love, Diipa Khosla and Lissy Roddy, will feature within allthingshair.com’s campaign activity.
“At Unilever we have a mission of delivering good hair days every day – yet we know that many young women are talking about being bored with their hair. This campaign is about inspiring young women to beat hair boredom by giving them the ideas, inspiration and products needed to try something different” comments Blandine Langloy, Hair Director at Unilever.
“The content we are developing for the All Things Hair platform shows styling is effortlessly easy,” Langloy continues. “The products we feature from VO5, TRESemme and Toni & Guy are simple to use and yet deliver superior styles. E! is our ideal partner for allthingshair.com as both brands epitomise style and glamour. Together we will make #BeatHairBoredom a UK-wide movement to end boring hairstyles.”
The partnership was planned and executed by media agency Mindshare. Sky Media brokered the deal on behalf of NBCUniversal International Networks.
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