Challenge: Herbal Essences is an established brand known for its enticing fragrances. But how do we make it relevant to a younger audience in a crowded and constantly changing marketplace?
Solution: Women share a secret – indulging in a furtive, in-store sniff before purchasing shampoo and conditioner. It may be wrong, but we do it anyway. So we created a faux social issue around ‘cap crackers’. The more irresistible the fragrance the greater the extremes women go to enjoy it. Which is why it was necessary to ask women to crack the cap responsibly.
Reaction: The Facebook results were phenomenal with a 6% points shift for purchase intention – 6 times the norm. Ad recall shifted 16% points. And over 3 months we got 3.6 million views, 17k likes and 3.5k shares.