Sunsilk Get Hairapy US Launch
Agency: 141 Worldwide
Role: Pitch Creative Lead, Executive Creative Director
Partner Agencies: JWT NY, Weber Shandwick, Mindshare
CHALLENGE: Launch a problem/solution haircare brand in a cluttered category dominated by scientific claims and images of unattainable style. Outsmart competitors Sunsilk couldn't outspend with innovative tactics. Outdo Axe, Unilever's edgiest brand.
INSIGHT: At 25, the Sunsilk target consumer is facing a "quarter-life crisis." Everything is a drama -- dating, friends, work -- hair of course, but in perspective to life. She's looking for advice, but to earn her trust she's got to know you get her.
IDEA: Get Hairapy -- therapy for hair and life dramas
Problem/solution brand that speaks her language
Integrated team created Hairapy concept and gave Sunsilk the snarky voice of her "gay guy girlfriend" she trusts for straight up advice about hair and life. We created our own Hairapy Guys inspired by Anthony of "Sex and the City" and put them into pop culture.
24/7 Interactive Hairapy
Hairapy Lounge, myspace and Micah's blog
Online Hairapy Samples
Over 600,000 samples delivered
Hairapy Guys Come Out
Fun, non-threatening Hairapy Guys talked to 500,000 girls in 50 cities and got the right sample in their hands
Hairapy Bar Buzz
Girls night out fun at over 400 bars in 8 markets
Stylish Hairapy Savings
Innovative gift card, not her grandma's coupon! Over 31 million distributed, redeemed 96% above traditional coupons.
Door-to-door drop in 7 markets delivered "threesome" sample and sharable postcards to 2.5 million households
Hairapy Print Plus-up
Two-sided inserts delivered two gift cards, 3M circ
Hairapy Hits the Gym
Over 750,000 samples at Bally's and Total Sports
Hairapy Goes to School
Expanded target younger at 400 colleges
Expanded target older to coupon clippers
Sample pack seeded Sunsilk language at mass and drug
Sweet Grocery Hairapy
Unexpected, but relevant freezer clings and candy aisle POS
Hairapy Was a Hit!
Sunsilk reached 64% awareness in 6 months and garnered over 1,200,000 media impressions, 240,000,000 PR impressions and 5,700,000 face-to-face impressions. Recognition included PMA Silver Reggie, Pro Awards, Brandweek Marketers of the Year and WPP Internal Partnership Award
Sunsilk Gets Hairapy
Packaging makeover announced with honesty completed the campaign
renee mahoney cross-channel creative ideas