2015 Winners & Shortlists

Creative Execution

To entice our audience, Facebook content kings and influencers were the best messengers to feature in our teaser video to announce our news. Our message was simple; help HairCode reach 1 million fans and we’ll announce big news. Once HairCode joined the millionaires club, it announced that in return it would make one lucky winner a millionaire through the text-to-win promotion and the specially developed Facebook application as a digital participation platform. To push confidence and empowerment, our engagement strategy was extended to include stories by consumers on how they’d realize their dreams if they win the 1 million pounds.

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.

Our story started with a simple promotion brief; text the code on product pack for a chance to win 1 million pounds. The main communication tools were offline media, with a little support from digital. Over the past year HairCode was able to integrate itself within the organic social conversations of youth; our core target. Also, the content kings of Facebook were using HairCode communication lingo as part of their memes that naturally went viral. HairCode was where most brands wanted to be and about to hit the 1 million-fan mark. The connection between the 1 million fans milestone and the 1 million pounds would be the focal point that will transform this simple promotion into something much bigger; ‘Web Millionaires Club’