Brands hoping to reach a generation that's turning away from traditional media and getting their entertainment in different ways are increasingly joining forces with influencers who can spread their messages to existing social networks. And for the past year communications company Spark PHD and hair care company TREsemme have been doing just that with a campaign that claims to seek remediation for our country’s (supposed) lack of innovation in the hair styling department.
The campaign, dubbed the TREsemme 365 Project, has used the face—or hair—of its “Kiwi girl” and Ruby brand manager Anna-lise Sharma. And she was given the challenge of styling her locks differently each day for a year while the New Zealand public shares her journey through social media and the TREsemme365 website.
- Check out NZ Marketing's feature on the increasing popularity of YouTube as an entertainment and advertising channel and the ways brands are working with YouTube stars here.
New Zealand’s lazy hair methods, which have been coined “sleep styling” in the campaign, sees Kiwi women prioritising outfits over hair.
Abby Parkin, media director at Spark PHD, says its research shows that women didn’t have the time or skills to put into their hair.
“Sleep styling sees us prioritising our clothes over our hair - changing a blouse or shoes daily but having only one or two ‘go to’ hairstyles. To prove it was easy to overcome, we wanted to create an engaging, inspiring and practical campaign that would resonate with women.”
As you would expect, Sharma's looks have been achieved using TREsemme products as well as the inspiration of TREsemme stylist Luke Bettersworth with online how-to videos and instructions.
The campaign has taken her to international events, such as New York Fashion Week and music festival Coachella to gain inspiration for unique dos while social media followers watch on.
Now at day 331 the campaign is almost at its end, but in that time the project has racked up over 2,220 followers on image sharing site Instagram alone with over 380 posts but has also been shared through other media like YouTube, Facebook, NZGirl, Yahoo NZ and Fashion Quarterly.
And now we wait patiently for the obligatory 'one photo every day' video.