The Ask
Launch Not Your Mother’s first national campaign in a way that definitely doesn’t feel like your mother’s cliche hair care commercial.
The Result
An honest, whimsical campaign resulting in 223 million impressions in the first month and increasing brand awareness by 8 points all by sharing women's hair stories.
What We Did
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Creative Strategy
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Creative Development
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Production
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Post-Production
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Design
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Live Your Hair's Best Life
Most hair care commercials aren’t real at all. They’re full of hair extensions, models, and a bunch of trick camera shots. So, we decided to interview 20 women about their real relationship with their hair. Then, we took the most humorous, most honest stories and re-enacted them to prove to women that their hair-care struggle is real, and this isn’t your mother’s typical hair care.
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The Part Where We Brag
223M
impressions in the first month
+8%
brand awareness increase
exceded CTR targets, pageviews and VCR benchmarks
