Amika Hair Care - Love All Your Hair Days
360° brand awareness campaign resulted in a 12% increase in brand awareness,
a 15% increase in Sephora sales and national press.
Service
360° Brand Awareness Campaign: Social, Digital, Video Ads, Out of Home
Client
Amika
Press & Awards
Glossy, Adobo Mag
CHALLENGE:
Born in Brooklyn, Amika is mainly known for its dry shampoo. But the brand has an extensive range of natural, effective products that cater to the various hair needs of their diverse customer base.
SOLUTION:
We all have great hair days once in a blue moon. But with the proper care, we can learn to love every hair day. So, we decided to showcase a variety of relatable hair day stories and how Amika products can help make them better, encouraging people to “Love all your hair days.”
PRODUCTION:
Shot on film with director/photographer Anisha Sisodia,
and director of photography Steven Mastorelli, the campaign featured, among others, disability advocate
Bri Scalesse, Elizabeth Sweetheart, aka—the Green Lady
of Brooklyn. The campaign launched with connected Hulu TV ads, paid social ads, and a series of static and video billboards in the Los Angeles shopping center, The Grove.
"Brand lift studies showed a strong increase in awareness for
18-24-year-old consumer, a testament to strong creative -
LA Sephora stores outperformed broader Sephora stores during the timeframe of the OOH campaign."
K. Martin, Senior Vice President Marketing
Instagram Filter
We created a custom AR Instagram filter where users can flip randomly through different hair days. The beauty filter had over 500,000 uses in the first weeks of the campaign.
