We were delighted and excited in equal measure to be involved with a great fully integrated multi-format campaign with Procter & Gamble Haircare brand Aussie, all centered around having Summer Fun and Music.
The ‘Music to Your Hair’ festival themed campaign was displayed on a range of Confero formats over a 4-week period to market the Aussie hair care brand’s infamous ‘3 Minute Miracle’, along with Aussie’s festival fashion sponsorships.
The campaign with young women’s Fashion Retailer Miss Selfridge consisted of in-store and online formats including Fitting Room Posters, Mirror Decals, shop floor easel boards and the distribution of 100,000 Aussie branded Postcards in-store and online. All formats offered consumers a fully integrated consumer journey from trying on the latest festival trends in the Miss Selfridge fitting rooms, through to making purchases at the till-points.
For the duration of the campaign period – Aussie branding was included as the official Sponsor of the Miss Selfridge Online Festival Shop page on the website. This presence was enhanced by Social Media Competitions offering Miss Selfridge customers the exclusive opportunity to win Festival Tickets to Isle of Wight Festival and LoveBox. Aussie hosted pop up tents at these festivals to help festival goers create ‘Headliner Hair’.
With a simple call to action to enter the competitions; such as following the Aussie and Miss Selfridge Instagram pages; it was the perfect way to generate brand growth and consumer engagement. Consumer facing competitions are a cost-effective way of reaching and engaging with the right people at that opportune moment, driving consumer behaviour and ultimately, extending the overall reach of a multi-format campaign. It’s a Win-Win.