TRESemme THICK & FULL Campaign 2020
The ask:
To increase desirability and saliency of TRESemme and help Singaporean female professionals to attain professional career success by making a statement with hair.
The solution:
Leveraging on TRESemme's launch of new Thick and Full product line, we position TRESemme as professional hair expert through a KOL-led campaign that instills confidence in young female professionals, helping them to attain career success through beautiful hair. We aim to build TresSquad - a community that provides an expert voice for hair care and enables our audience to connect with likeminded #girlboss KOLs
Building TresSquad community.
To build a trustworthy community of #GIRLBOSS KOLs, we engaged two KOLs from different professional sectors - fashion & lifestyle and fitness, to join and become TresSquad ambassadors.
Rachel Lim
Co-Founder of Love, Bonito
Sara May
Personal Trainer
Hairstyling Tips
By engaging a professional hairstylist, we worked together with Rachel and Sara to launch a series of content on TRESemme's IG on how young female professionals can attain voluminous hair with TRESemme's new Thick and Full product line. We firstly developed before and after hair transformation videos to demonstrate the impact of TRESemme's Thick and Full products on different hair textures. We then proceeded to showcase hairstylist's expertise on how to nourish and volumise hair using TRESemme's products through a BTS video shoot and a series of in-depth hair care tips.
CV & Workplace Tips
To amplify the campaign beyond TRESemme's social platforms, we engaged the 2 KOLs to post their professional tips in professional work setting.
To reach out to the professional crowd, the KOL's workplace and CV tips were also shared on TRESemme's LinkedIn in the form of thought articles.
LinkedIn In-feed visual to link to the article
Consideration Asset
We released a separate product-centric video in IGS format to highlight TRESemme's Thick and Full's unique qualities.