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P&G: Aussie
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Overview
A smaller brand within the P&G haircare portfolio, Aussie needed a strong integrated approach to ensure the brand communicated efficiently across product-specific and brand-level campaigns. Both the Sh*t Girls Say About Hair and Olympics campaigns inserted Aussie into the conversation and drove awareness and conversion for the brand.
Creative Touchpoints
Strategy ● AV/Digital Video ● Print ● Social ● Digital ● PR/Earned ● In-store ● Brand Partnerships
Results
Aussie’s brand awareness and consideration increased due to the Sh*t Girls Say About Hair video, which had its moment in relevant publications and social media. Positive momentum continued with Sh*t Girls Say About Hair Part 2, which focused on the 3 Minute Miracle hero product. The success in driving consumers down the funnel towards consideration and conversion led to the Olympics campaign featuring Olympic volleyball athletes April Ross and Jen Kessy and further proved out the integrated agency model – with high-value collaboration across creative, media, and earned agencies.
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