| Title | #HAIRFAIL |
| Brand | PHILIPS BEAUTÉ |
| Product/Service | PHILIPS EASY NATURAL CURLER |
| Category |
B01. Use of Social Platforms |
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Media Agency
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SOCIALYSE Puteaux, FRANCE
|
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Entrant Company
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SOCIALYSE Puteaux, FRANCE
|
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Media Agency 2
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SOCIALYSE Puteaux, FRANCE
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Credits
| Frédéric Saint Sardos |
Socialyse (Havas Media Group) |
Managing Director |
| Clélia Edouard |
Socialyse (Havas Media Group) |
Social Media Strategist |
| Julia Rivière |
Socialyse (Havas Media Group) |
Creative |
| Benoît Rincé |
Havas Media |
Account Director |
Brief Explanation
The objective was to gain visibility for the Philips Easy Natural Curler while engaging with the product’s core audience (women – 18-28) by using social media in a market saturated with products claiming to do the same.
The insight is based on the fact that our core audience loves to share stories about themselves on social media; it gives them a sense of community, a feeling of belonging with other women that have similar experiences.
Their shared beauty fails become a shareable funny moment, not bad experience. We avoided the traditional ‘’push’’ approach and instead reverted to a social conversation.
Results and Effectiveness
To this date, the #Hairfail campaign is the biggest social media campaign produced by Philips Beauty. The #Hairfail video became viral in 48h by generating 1M views and many positive comments.
It received more than 1,600 stories from its core audience, using the hashtag #Hairfail, on Facebook, Instagram and Twitter.
Several media (Communications-Marketing media but also Lifestyle & Beauty magazines) wrote positive clippings about the campaign, welcoming its creativity and capacity to laugh at themselves.
Sales: on June, Philips remains No 1 on the curling/waving wand market and the Philips Easy Natural Curler remains at no 1 in its category.
Creative Execution
The implementation took place exclusively on social media.
Tori Locklear invited every young woman to share their own #Hairfail experience on Facebook, Twitter or Instagram. Each week during 4 weeks, the top 10 stories won the Philips Easy Natural Curler and the funniest #Hairfail was posted on Philips Beauty’s Facebook page.
All posts were amplified through paid media to reach the core audience; it was also shared on Beauty blogs including the Facebook video player to increase effect.
MinuteBuzz.com provided user generated content material, articles and a display campaign.
Insights, Strategy and the Idea
The campaign targeted women between 18 and 28 years of age who are conscious about their look.
Media planning pointed towards social media because women dominate the platform
The idea was to let women laugh at themselves, start conversations on social media. Our concept was based on the #Fail theme, in this case, the #Hairfail
Tori Locklear, famous for burning her hair while live casting her Beauty tutorial on Youtube was our ambassador. Her video generated huge buzz online 2 years ago. Thanks to Philips, she was given a second shot at taking the drama off #Hairfails.