The Next Generation of Hairspray

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Purpose of today

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To share a holistic launch plan for a new Aussie hairspray – using the

H.A.L.O. model – to drive sales of the brand.

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Maxine thinks that hairspray is only for special occasions

It’s to preserve styles that take lots of effort, but not for ordinary days

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So what can be done to convince her that hairspray should be

used everyday?

We create a hairspray to match her authentic, unfiltered lifestyle

that she can use everyday.

For decades hairspray has been defined as "what you do after you've done all the work."  And women have been happy to harness their hair with the bonds of hairspray. Until now. Women don't want their hair “done” everyday. Today, women are half as predictable, and twice as adventurous. The world is their stage, but their lifestyle can't be choreographed. The days of MTV and bulbous bouffants are over. Hairspray must become an exploration, not a destination.  Now Aussie will lead the way into a new age of hairspray.  Welcome, to the world of Freestyle.

Manifesto

Freestyle Package Design

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Big Campaign Idea

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Freestyle her life, by re-interpreting her everyday.

Notice

Freestyle Stunt

Surprise an incoming freshman class by placing trampolines, water-balloons, and "water balloon shields" outside their orientation hall. Film their reaction, along with the epic water fight that is sure to follow. Use the footage to create a fun, shareable video that we can use as a pre-roll, and other platforms. At the end of the video we will have a call to action to nominate your school to be "Freestyled" on the Aussie Facebook Page.

Throw a spontaneous event to generate buzz & to create a shareable pre-roll video.

(This idea is scalable, and could be used for a “Mom’s

market” as well)

Freestyle Brand Conversation

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Place the product, "Freestyle," on the cover photo of the Facebook page as “the inspiration for the 'Freestyle Your School" event. Pin a post at the top of the page that invites them to nominate their school by posting a 15 second clip of them and their friends having fun. The school with the most posts will be chosen for the next “Freestyle your School” event. These user-generated videos will live on many social platforms, including, facebook, twitter, instagram, etc.

Users record and submit 15 seconds of fun

Freestyle Anthem

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Am I different? Duh! I’m extraordinary! Yeah, I don’t always color inside the lines, but why should I? If lines mean limits, I don’t need them. Some people are afraid to dive in, try new things and get dirty, but not this girl! I don’t have fun, I make it. Bring on the surprise parties. Unexpected obstacles. If it rains, I’ll dance. You guessed it, I don’t sweat the small stuff; I take life as it comes. When given the choice between giving-up and giving-in, I improvise. I'm always moving at the speed of thought, but every now and then, I just live in the moment. Sometimes getting a little dressed up feels right, but for every other day, I freestyle.

User-generated content becomes the Freestyle Anthem

VO:

Freestyle Old Trends

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“Rethink” Article with GIFs We’ll partner with BuzzFeed to produce an article (or series) including GIFs that showcase repositioned trends.

Consider

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Freestyle Social Ads

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Specific targeting capabilities on Facebook and Twitter We’ll take advantage of the amazing specificity of targeted ads on social media utilizing Facebook’s dark page posts and Twitter’s integrated product links. 

Groupon Partnership

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Post free "Aussie Adventures" on Groupon. Women will receive instructions on what to bring, and where to be, and that we will supply the rest. At the event we will provide unforgettable experiences and a free bottle of "Freestyle." (This Groupon strategy could potentially be used as a way to acquire adventurous people for the initial "Freestyle Stunt" execution.)

Partner with Groupon to provide free #AussieAdventures to millennial women

Purchase

Freestyle In-Store

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Interactive in-store displays found in unexpected and everyday places.

Place wine racks on the haircare shelf to showcase the bottom of the packaging (with freestyled-hacks). Separate sample containers, create beach sounds, and release beach scents when lifted off a sensor. Place stand-alone displays in "everyday aisles."

Freestyle The Hangout

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To drive home the spontaneous aspect of "Freestyle:" Send a product sample to 8 influential online leaders, and invite them to the Google Hangout. (We won’t tell them is that this isn’t a normal product review; instead, they’ll be asked, on the spot, to interpret “Freestyle” while utilizing the new product.)

Host hangouts where online influencers freestyle through their product review.

App that tracks your styles, offers product suggestions, and a POS reference guide

Freestyle App

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Advocate

Freestyle The GIF

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Distribute and share content in .gif form from social platforms Create some GIF content from the "Aussie Stunt", users will also be able to submit GIFs. Aussie's social platforms will share brand-related or Maxine-centric GIFs. Buzzfeed will also host Aussie GIFs through paid advertising.

Freestyle Reviews

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Engage with reviewers

to build brand loyalty Faithful Aussie users use Amazon to demonstrate their brand loyalty Turn it social, and talk back: Thank them for their kind review, and follow up. Possibly supply them with links to Coupons.com/Aussie

Media Plan

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The Consumer Journey

Notice Consider Purchase Advocate

• PR Stunt• BuzzFeed

• Print Ad• Facebook Ad• Groupon

• Walmart Instore• Google Hangout

• App• Amazon

Reviews

Flowchart

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Media Breakdown

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Thank you!

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Appendix

App

App

App

App

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Print Details

Both publications are in the top 5 of the target (Maxine) & Hair Care Users

•  Readership: 3,000,000 •  Total of 2 buys:

•  Inside front cover (April) •  Back Cover (July)

•  Readership: 1,100,000 •  Total of 3 buys:

•  2x FP4C (May, June) •  Back Cover (July)

Total Readership: 9,300,000

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Knowing that buying hair care at the supermarket is a more spontaneous than planned, we wanted this to reflect in the media that reached the target – convenient and on-the-go.

Twitter

Over indexes with Maxine at 180

2nd most used social media behind Facebook

Twitter

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Media Budget

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Production budget