We partnered with digital fashion content channels frequented by our TG – Yahoo! India, Fashionomical and iDiva and seamlessly introduced our DIY hairstyling videos into their editorial content. While they covered red carpet fashion, we decoded the celebrity hairstyles.

Lacing static coverage with our extensive library of DIY videos, TRESemmé took content delivery to a whole new level.

The smart little activation has morphed into a full-fledged property owned by the brand – The Red Carpet Studio. Besides consuming high fashion content, consumers can buy products through e-commerce links embedded in the content.

The hijack was a roaring success. We managed to reach 80% of our TG (Females 18-34, LSM 8+) and delivered over 30 million impressions.

Through this activation, we delivered 9 million views to TRESemmé’s YouTube channel, taking it to the 13 million mark.

The property has already shown positive uplifts for the brand with 97.3% aided brand awareness, 43% purchase intent and brand favorability.(Source: Millward-Brown)