2015 Winners & Shortlists

Creative Execution

After establishing the 'Web Millionaires Club' concept where HairCode would have to reach 1 million fans on the page for the competition announcement; send the code to become a millionaire. The application became the campaign hub on social media, with fans competing with their friends on chances entered to the draw and were tracking their weekly performance. The app was advertised on our social media assets with an adequate ads support. Fans were also encouraged to invite their friends to participate to gain extra points and get closer to hitting the 1 million pounds jackpot.

Success was firstly marked by a 32% vs. a targeted 20% boost in sales on promoted items. Engagement shot up to 160% vs. HairCode’s previous most successful campaign. The Facebook application achieved double the participation of the SMS, solidifying Facebook as the main hub for the activation Engagement on the Web Millionaires Club was so compelling that it was adopted by major social influencers allowing the brand to tap into wider networks other than its own. And most importantly, allowed HairCode to stay where it belongs; on top.

Over the past year, the brand's efforts on Facebook have humanized the brand. HairCode was being treated as the funny guy whose friends were inspired to recreate what he says and share it. This year, HairCode’s market leader status has been challenge by arrival of a strong global competitor. HairCode had to maintain leadership and defend equity. Through a text-to-win promotion, HairCode had 1 million pounds to award one lucky Egyptian. Digital media was called in to support conventional media. Our core target, males 15 to 20, are highly present and already a pivotal part of social conversation. Our challenge was to transform this promotion into a social media movement and inject it within the target audience's daily conversation. To magnify the role of social media and drive participation, we extended mechanics online. An application was developed to allow fans to submit codes on product packs and enter the draw.