Haircare styling brand GHD is supporting its premium GHD Platinum styler with a promo style campaign designed to drive awareness amongst younger millennials and sales ahead of Christmas.Created by Leo Burnett London the activity launches on 2nd October and runs until 24th December. The creative challenge was to bring to life the functional message that GHD Platinum causes less hair breakage than the average styler, so users are able to style more, in a way that is relevant & engaging to a millennial audience.
The approach to the challenge was to create a campaign inspired by music promos which is different for category, brings to life GHD’s personality and appeals to the target.
The executions see one woman with a multitude of hairstyles, seemingly travelling through multiple ‘worlds’ which brings to life the concept that you can style as much as you like with a GHD platinum styler as they damage less that the competition.
The campaign contains a hero 30-second film for Video-on-Demand, the website and the GHD YouTube and a 60-second version also for the GHD YouTube and website. To support the hero content, Leo Burnett London has created cut-down versions to be used for banners and Snapchat’s SnapAds format, along with promoted posts on Facebook, Instagram, and Pinterest. It has also produced two print executions, which will form the basis of the Point-of-Sale and in-salon activity.
Anthony Davey at GHD said: “We are really proud of this campaign and can’t wait to see the results. By shooting the film in a style similar to a music video, we’ve challenged the norm of the hair category while also emphasising the product’s benefit of up to 50% less breakage with the ‘Infinite Style’ message.”