Adopting a shared risk strategy, we were able to take part of the media investment upfront, with the balance being paid on the sales of the product over the next 12 months. This allowed for a significant investment in building brand awareness, without a high financial risk.
The campaign demonstrated the benefits of Pro:Voke Touch Of Silver, targeting savvy blonde consumers looking for credible, affordable, professional-quality beauty products. The ultimate aim for the Pro:Voke Touch Of Silver TV campaign was to drive consumer demand and raise the brand profile, continue to drive brand reappraisal and raise awareness for the efficacy and benefits of the range.
Set in a woodland wonderland, the advert saw a dull and brassy blonde undergo a transformation into bright and beautiful after passing through a violet waterfall. This neutralising of unwanted yellow tones highlighted the unique technology of the Twice a Week Brightening Shampoo.
The creative execution was different enough to stand out, but not that radical that it would isolate more mainstream potential customers.
The media plan was targeted across the C4 portfolio, which included targeting the more female skewed channels (C4, E4, More4, Film4, Really, Alibi and Music Channels). Touch Of Silver also sponsored 'A Place in the Sun' as well as a More 4 package of female programming.
The results have been phenomenal, with sales growing over the period to more than £4million from a £200k base. The success of the collaboration has resulted in a year 2 solus deal with a substantially larger initial investment & potential for even greater sales.
Stay tuned for more success...