Title	NEW YORK FASHION WEEK SS16 - RUNWAY HAIR, YOU CAN WEAR
Brand	TRESEMMÉ
Product/Service	HAIRCARE
Category	A08. Sponsorship
PR Agency	EDELMAN Madrid, SPAIN
Entrant Company	EDELMAN Madrid, SPAIN

Name	Company	Position
Harman Dhillon	Unilever	Global Brand Director/TRESemmé
Sarah Al-Shohaib	Unilever	Global Brand Manager/TRESemmé
Spora Ndumbe	Unilever	Global Assistant Brand Manager/TRESemmé
Melissa Hinds	Edelman	Managing Director
Matt Groves	Edelman	Managing Director
Pia Garcia	Edelman	Global Client Relationship Strategist
Stuart Hallybone	Edelman	Senior Art Director
James Woods	Edelman	Senior Copywriter
Raul Cerezo	Edelman	Senior Designer
Greg Casto	Edelman	Director
Matt Daniels	Edelman	Designer
Louise Turner	Edelman Berland	Vice Presiedent
Emily Brown	Edelman	Account Director
Alicia Storey	Edelman	Senior Account Manager
Ashley Krupnik	Edelman	Senior Account Manager
Renato Ivaldi	Edelman	Senior Account Manager
Amy Dyson	Edelman	Assistant Account Executive
Simrata Bhalla	Edelman	Assistant Account Executive
Louise Duflot	Edelman	Junior Research Executive

The Campaign

Women understand the importance of looking and feeling on top of their game to get ahead. New York Fashion Week provides inspiration for these women, however the event itself is seen as VIP only and unattainable. TRESemmé aims to change this by democratising New York Fashion Week with ‘Runway Hair, You Can Wear’. Sharing a part of the event so everyone can be involved. Not only this, for the first time we wanted to make the looks shoppable. Via a global Amazon e-commerce partnership, TRESemmé gave consumers inspiration from fashion bloggers, as well as the expertise via renowned hair stylist Orlando Pita across five designer shows. Ensuring the hair not the fashion was the most shopped for look from New York Fashion Week SS/16. TRESemmé used its global New York Fashion Week sponsorship to successfully drive brand reappraisal and awareness of its presence backstage, via the ‘Runway Hair, You Can Wear’ campaign. ‘Runway Hair, You Can Wear’ resulted in: TRESemmé owning 59% of all New York Fashion Week social mentions versus other hair care brands, a 35% increase in social followers, more than 2 billion media impressions across 20 markets globally and 72% of click-through's of TRESemmé New York Fashion Week content leading to product purchase. ‘Runway Hair , You Can Wear’ enabled women to achieve the exclusive runway hair looks, giving them the confidence to walk two inches taller while putting TRESemmé in their hands and at the forefront of New York Fashion Week brand association.

The Brief

Research into the target demographic across 28 markets identified that a positive personal appearance is inherently linked to inner confidence and both are required for women to be confident and successful. TRESemmé sought to democratise New York Fashion Week by producing globally-relevant content, commercialising the runway looks so that she can achieve them at home - reinforcing the brand principle of putting the expertise at the fingertips of consumers.

Execution

In a New York Fashion Week first, TRESemmé partnered with Amazon to exclusively make runway hair shoppable. Consumers were able to recreate the runway looks with how-tos, featuring real women and influencers, hosted on the purpose built TRESNYFW.com TUMBLR site and other social channels. Fashionistas in New York could have runway looks styled on them at the TRESemmé 24/7 Runway Studio and share their results online. Using real-time trend monitoring technology, 327 influencers were targeted to share the story globally, alongside media outlet and fashion bloggers, The Coveteur, SomethingNavy, Rosie Londoner and Camila Coelho. Our social conversation was underpinned by a global media announcement at each of our sponsored shows - Diane Von Furstenberg, Carolina Herrera, BCBG, Herve Leger and Misha Nonoo - triggering coverage across Vogue, Allure and more. For the first time, the hair not the fashion was the most attainable and shopped for at New York Fashion Week.

• TRESemmé was the first mass brand to make New York Fashion Week accessible to everyday women, giving them the confidence to walk two inches taller • Women wanted to get their hands on Runway Hair, the accessible piece of NYFW, resulting in 72% of click throughs leading to a product purchase • TRESemmé owned 59% of NYFW mentions vs other hair care brands • Consumers were highly engaged with the brand, resulting in a 35% increase in social following • 16% of all social conversations at NYFW mentioned TRESemmé • How To video content trended on Amazon during NYFW and continued to five weeks after • TRESemmé drove international awareness and impact by achieving more than 2 billion media impressions in 20 markets • Backstage expertise were highlighted in 75% of earned conversations about styling

The Strategy

We brought New York Fashion Week direct to women around the world through the channels they trust the most when it comes to their hair inspiration. Via collaborations with globally-relevant social influencers who produced ‘backstage hair’ how-to content, an ambassador programme with admired and respected stylists, and a unique partnership with Amazon, for the first time we provided women around the world with an opportunity to harness the expertise and purchase the products needed to achieve her own version of the looks that featured straight off the runway. TRESemmé was the only brand able to give consumer’s exclusive access to New York Fashion Week and provide everyday women with an attainable piece of the runway – the hair. This drove consumers to reappraise TRESemmé as a PROFESSIONAL, salon-grade brand by proving it is relied on by the world’s leading experts in high-pressure environments.