The Challenge

TRESemmé wanted to drive awareness of their heat-defence spray, shift behaviour and attitudes around this category as only 6% of women in the UK use a heat-protection product.

They were looking to target 18-34 year- old women who cared about their appearance. TRESemmé wanted to understand the best way to deliver the message to their key target audience in order to inform and educate.

The Insight

Bauer kickstarted the campaign with a research survey to draw insight from Grazia’s audience. This informed Grazia that 86% of their audience were familiar with heat-protection spray but 33% never used it – indicating that there was a lack of knowledge around the benefits which affected the audience’s behaviour and attitudes.

The idea

Grazia devised a branded content strategy across a three-month media partnership with Grazia, heat and Closer. Grazia’s editorial team created a video series which looked at a diverse set of women and professional hair stylists who discussed the importance of avoiding burnout in everyday life. These videos were distributed on Grazia’s social channels and content hub, where readers could discover more about the product and the importance of hair protection.

Execution

Results

51% changed their perception of TRESemmé heat protection

57% took action post-campaign