HAIR COLOUR THAT FEELS AS GOOD AS IT LOOKS.
Let’s face it, when it comes to at home hair dye, people have their gripes.
From the mess to the coverage not being good enough, to that awful ammonia smell, home hair dye has a bad rep.
Garnier knew this. That’s why they spent 10 years developing a product like no other that challenged all the preconceptions people have about the home hair dye experience.
They challenged us to reconsider how their advocacy campaign should look. Traditionally it was done by sending product to consumers and using their self-filmed content. But we knew we needed something bigger for such a huge product launch.
So instead we found some of the biggest non-believers of home hair dye. From Grace who gave up on using hair dye years ago because she just couldn’t get on with it, to Holly who’s never used it because she was too scared. We invited them to be the first people in the UK to try GOOD and filmed their genuine reactions. What they didn’t know was that we were also using AI to track how GOOD was really making them feel. Could we literally change their minds?
The integrated advocacy campaign launched on social and OOH and will be followed up with TVC and digital.
Achieved over 3.9M views on social.