A two step action: 1. Buzz activation.The rumour starts around a secret formula challenging the laws of attraction. Media are picking up the story.Online: fake news-videos on Dailymotion and websites in affinity with our target, all linked to a dedicated website www.zemolecule.com.Blogs: buzz kit sent to 40 influential bloggers (fake news-video and VIP Revelation Party flyer).Radio: buzz activation on Fun Radio with the exclusive enrolment of Cauet, famous personality to our target, who talks about the secret formula.2. Product revelation:Official announcement of the Fix Appeal launch from the got2b laboratory.Blogs: previous revelation party for our 40 influential bloggers in a customised high-class spot.Online: revelation on Dailymotion with the TVC and contest implementation where web users can post their own videos about the Fix Appeal. Revelation of the Brand www.zemolecule.com.Radio: revelation of the brand by Cauet and Fix Appeal launch.

Media:Blogs: 49 dedicated contents on the blogs broadcasting our videos. 403 comments about these contents and 703,260 contacts in 2 weeks.Dedicated website audience: 166,050 visits.Online (buzz activation): over 3 million impressions driving traffic on our dedicated space on Dailymotion and 68 136 videos seen; over 3.4 million impressions from advertising.com network driving traffic to our event website.Online (revelation): over 66 million impressions. 64% of the 15-34 y.o. web users reached at least once / 6,9 OTS in average.Radio (buzz + revelation): over 22 million contacts.Marketing:+30% SOM on styling gels.+15% SOM on total got2b range.