Spreading word-of-mouth in daring fashion

The term “cutting edge” may be overused, but in the Hong Kong fashion scene, specifically the world of hair design, it’s as real as it is elusive. Global VS Sassoon needed to keep the brand fresh, and doing so required winning over the “Fashion Junkies,” and their influential word-of-mouth network that see themselves ahead of every trend.

To capture their attention, we launched the new VS Sassoon “Look of the Season,” the daring “ Moveable Shape,” mastered with the help of VS Sassoon styling products. Just as “standing out from the crowd” defined the mindset of our Fashion Junkies, we knew it provided the perfect focus for the publicity campaign.

We put “Moveable Shape” into action, seeding the hair style as a trend, enlisting a blogger outreach program, and launching a fully operational VS Sassoon salon in central Hong Kong offering complimentary Moveable Shape cuts. More pointedly, we summoned the most influential “Fashion Junkies” for their free cut, daring them to publicly trade their long locks for a dramatic new look. Upon taking up our offer, they became highly motivated brand advocates.

When it came to standing out from the crowd, nothing topped the VS Sassoon “Fash Mob”, 12 high fashion models marching to music around the salon exterior as cameras clicked, videos uploaded and mainstream media were drawn into the story.

By promotion’s end, 2,200 consumers had taken home exclusive product samples, 80 major media stories had resulted, the blogosphere was coming to VS Sassoon, and the brand was enjoying a #1 Share of Voice against competitors.

Be flashy. Be sensible.

The agency rolled out a phased execution, seeding the new haircut as a trend via select fashion influencers in both traditional and digital media. When excitement peaked, we physically brought the concept to life, creating Hong Kong’s first VS Sassoon salon, offering free Moveable Shape hair styles to consumers.

We also dared a dozen “fashion junkies” to publicly get their own Moveable Shape makeover, sending them out into the fashion world highly motivated to endorse the trend. Simultaneous promotions targeted social media feeds, fashion and lifestyle blogs and wattsapp profiles.

A Fash Mob created the crowd-stopping and up-loaded scene of a dozen Moveable Shape fashion models parading the downtown Hong Kong streets outside the VS Sassoon salon.

Just to be sure, we utilized a few high profile fashion leaders to secure credibility, influential fashion figures including Moveable Shape collaborators Mark Hayes and Alexander Wang, and two Greater China style icons famous enough to go by singular names, Pius and Dorothy.

The word on the street is VS Sassoon.

• 2,200 consumers sampled with exclusive designer product samples

• 80 stories of media coverage in print and online

• Increase of more than 6,000 likes to the VS Sassoon HK Facebook page

• Advertising value equivalency (HKD) 1,142,046+

• #1 Share of Voice against competitors, November – December, 2012