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”). Sedal is a funny, daring, young and optimistic brand.
That’s why in 2015 Sedal chose Lali Espósito to represent the brand. Lali is the model, actress and singer of the moment and she is a top celebrity on Social Media. She is a very famous artist for Millennials. Lali is the number one.
Sedal wants to reach girls throughout the country. It is not an easy challenge. Nowadays reaching a high level of attention among millennials represents a great challenge because advertising drives away them and they are on their smartphones 24/7. Even more difficult is to retain their attention, for longer than 10 seconds!
The challenge was to give an experience to millennials that they would never forget. An experience that would keep them watching their favourite digital channels and spending time with Sedal.
Strategy
The brand wanted to conquer millennials, but first it had to understand their key behaviours to use the unique properties of digital media and finally get their attention:
• They consume more online video than television and their favourite content is focused on music and Beauty & Fashion
• They unlock their smartphones more than 150 times a day
• Brands have only a 3 second gap to gain their attention
• They love ephemeral content
• They interact with brands through content, and its negative or positive influence affect their purchasing decisions
• They are active on social networks: Snapchat, Facebook, Twitter, Instagram and YouTube
• They are professional stalkers of their favourite celebrities on the internet
• The celebrities replaced brands. They are opinion leaders.
So, how could Initiative reach all girls across the country? How could it make them spend more time with the brand? It was going to exploit Lali Espósito's best side: the popstar. And it would make a show on the beach with Lali. So far, nothing out of this world.
But it was not going to be any regular show. How much can a show last - 1 hour? 2 hours? It wanted to do something that has never been done before, so the strategy was to make a Mega Digital Event that would last 24hrs meaning than millennials would spend a whole day with Sedal.
How? It made the first live streaming through YouTube Masthead to reach girls of the whole country. Video at its core.
Why with YouTube Masthead? This is a high impact format because it reaches all millennial girls that enter YouTube. It guarantees millions of impressions and views.
The Masthead works perfectly on Mobile and Desktop. No millennial was going to miss the show.
Execution
The Masthead is a simple format. It is like a banner, but not an ordinary banner, it has features that allow millennials to spend a lot of time with Sedal. That’s the magic of it, with a simple format it achieved great results, in ONE day. It seized a technology solution at its fullest. The Masthead lived all day talking about Sedal and the agency had people talking about Sedal and its Show for the whole day.
The technology of this format allowed it to develop three pieces of creative. At the beginning, it invited girls to watch the show and chat with other fans, it generated expectations about the show. When they were eager to watch the show, it started with the transmission. The show was a breakthrough. The content became viral automatically. Initiative created real time content on Facebook, Twitter, Instagram and Snapchat.
Finally it invited millennials to watch the show on-demand in Sedal’s YouTube Channel.
Results
The campaign achieved great results exploiting the digital key characteristics with only one digital format. Some of the key results were:
- It had 10,000 privileged girls at the show in the beach, but thanks to the Masthead reached 3.5 million girls in Argentina, that means 300 beaches
- Seven million impressions achieved
- Achieved a “time spent with the Brand” that would have never happened with the biggest TV campaign.
- Created online native content. Girls didn’t skip, it succeeded in making them watching the whole content
- Generated new audiences that it would retarget in future campaigns
- Sedal & Lali became a trending topic organically
- Sedal’s Brand equity grew on the month of the show.
But most significantly of all, millennials spent hours and hours with Sedal.