Insight
Sedal believes that hair is the best ally for women. The brand purpose is to fire up young women on their journey of autonomy. That’s why the brand’s message is “Tu pelo de tu lado” (“hair on your side”).
Initiative investigated these girls’ passions and interests and found that music and dancing came out top as the most important ones. The agency realised that when a girl dances, the hair has a fundamental role - it tells a lot about a girl, it is her greatest ally.
Strategy
Young Millennials are digital natives, they spend the whole day in social media to stay in touch with their friends and to stalk celebrities. They follow them on social media because they want to know everything about them: places they go, brands they wear, products they like and even how they get their hair styled. Millennials aspire to be like them.
The agency also knew that traditional advertising freaks them out. They interact with brands through content. They value real content. Branded content has particular influence on their shopping decisions. And… the content that millennial girls search online is about beauty and fashion.
So, which would be the best way to connect millennial girls with Sedal’s message and empower them to make their dreams come true?
The answer was to use an influencer; someone that represents the brand: joyful, young, daring, empowering and massive enough to share trends with all young millennials in the country.
It chose LALI ESPÓSITO, model, actress and singer. She is joyful, trendy and aspirational for the target. She has a very straight forward way of storytelling with her fans because she shares her life through social media – almost creating a 24 hour reality show. Her fans can be aware of what she’s doing all the time. She creates content permanently, but most importantly, real content.
Linking Sedal with Lali, enabled the campaign content to be authentic. Sedal established a huge competitive advantage against competitors that use celebrities with distant and unreachable beauty.
Sedal had the right influencer; number one in social media and fans would stalk her all the time. It was time to boost social media networks and provide them with authentic and relevant content.
Execution
#Hairography is the concept that connected strategically the artist with the brand. #Hairography is a choreography where hair dances to the rhythm of music taking a protagonist role.
The agency created a “hairography” video clip, based on Lali’s Hit “A bailar”. In this clip the hair stole the show. The video clip was launched on Twitter with the format “flock to unlock”. This format allowed Initiative to hide the video clip in a tweet and ask millennials to interact with the tweet to unlock it. In just 2 hours, 30,000 girls had interacted and unlocked it.
Millennials would give anything for just a few minutes talking with Lali, so Sedal interviewed Lali using Periscope for the first time. Girls could chat and ask Lali, while she talked about the launch of two new videos: the “hairography tutorial” teaching how to dance like in the video clip and the “hairstyle tutorial” where she taught how she gets her hair done. Afterwards, the agency invited her fans to upload videos dancing the hairography, showing no-tangles and moving hair, thanks to Sedal.
On Instagram, Sedal was among the first brands to implement paid formats and achieved the best results in brand awareness and brand recall.
The agency also set up a show at the beach and live streamed it via YouTube Masthead. The Masthead lived for a whole day talking about Sedal and broadcasting the show. The show took off immediately and was shared with real time content on Facebook, Twitter, Instagram and Snapchat.
Results
Thanks to selecting Lali Espósito, the agency managed to boost the brand results in every way, from share of market to brand equity.
The new variety anti-nods launched with Lali Espósito brought +220 BPS since its launch. And it also brought Sedal +2.2% of market share in just four months.
Sedal showed positive trends in equity score, increasing relevance (+2pts), performance (+3pts), advantage (+5pts) and conviction (+6pts) vs last year.
On Facebook it reached six million girls and overcame with a fantastic ER of 9.21%.
On Instagram Sedal achieved the best results against other brands with+32 points in ad recall lift. Sedal tripled the number of followers and reached 2.2 million people.
The videos were watched more than 2.5 million times. The Flock to unlock on Twitter only lasted for two hours!
#GraciasLaliEsposito became a trending topic organically when the Periscope transmission was broadcasted and the Hairography Tutorial views grew organically by more than +1,000% after the Periscope transmission.
The show was seen by 10,000 girls on the beach but the experience reached more than three million girls online.