| Title | ALL THINGS HAIR |
| Brand | UNILEVER |
| Product/Service | HAIR CATEGORY |
| Category |
F03. USE OF CO-CREATION & USER GENERATED CONTENT |
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Entrant Company
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RAZORFISH London, UNITED KINGDOM
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Advertising Agency
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RAZORFISH London, UNITED KINGDOM
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Media Agency
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MINDSHARE London, UNITED KINGDOM
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Production Company
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GUTS AND GLORY London, UNITED KINGDOM
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Credits
| Sean Chambers |
Razorfish London |
Executive Creative Director |
| Malin Hanås |
Razorfish London |
Creative Director |
| Julie Barnes |
Razorfish London |
Senior Creative |
| Kathrin Burckhardt |
Razorfish London |
Senior Creative |
| Louise Mossman/Richard Templeman |
Razorfish London |
Agency Producer |
| Pia Boquien |
Razorfish London |
Agency Producer |
| Alex Mason/Stephanie King |
Razorfish London |
Account Director |
| Millie Menage |
Razorfish London |
Account Manager |
| Caroline Lucas/Garner/Claire Coady |
Razorfish London |
Planner |
| Benoit Vinay |
Razorfish London |
Interactive Developer |
| Benjamin Kaufmann |
Benjamin Kaufmann Photography |
Director |
| Hera King |
Guts/Glory |
Producer |
Creative Execution
We built a custom Trending Tool with Google, which analyses the searches to predict what women are likely to look for in the near future. This information is made into briefs to the vloggers, who create bespoke content to match – featuring relevant Unilever hair products. We buy the trending search terms, and use paid search to promote the matching content just when it is looked for.
The videos are hosted on our bespoke, e-commerce enabled YouTube channel. In the custom, magazine-inspired interface, women can browse by their hair type to find all the most relevant trends, treatments and how-tos.
- 16 million views in first 6 months
- Biggest hair care brand channel in the world after 10 weeks
- Live in 5 markets less than a year in
- Wedged between Nicki Minaj and Rihanna in YouTube’s own engagement ranking; within top 10 most engaged brand channels globally
- 3 x more likely to lead to purchase than traditional advertising, 3 x more appealing, 4 x more enjoyable (Millward Brown)
- Campaign called it "genius" and "advertising for real people"
- Contagious asked if it should set a new standard for how we judge creative at Cannes
Every month, there are 1 billion hair searches – but they are not leading to brands. Our solution: bringing together Unilever's top hair brands with the world's biggest search engine and the best video bloggers.
Rather than pushing a single brand agenda, we suggested Unilever's first multi-brand collaboration for the hair category. Less than a year in, it is Unilever's biggest ever digital initiative: All Things Hair, a digital superbrand for the 21st century.
Our objectives:
• Increase presence and relevance of Unilever hair brands online
• Establish personal, sustainable relationships with our audience
• Eventually, sell more Unilever hair products
By constantly monitoring hair searches, we understand what women are looking for, right now. Our vloggers use this to create inspiring videos – using Unilever hair brands. We then buy the trending search terms, match them to the content, and host everything on our bespoke, e-commerce enabled YouTube channel.