For a professional quality hair brand like TRESemmé, New York Fashion Week offers the ultimate launchpad for new products, not only because those products get to be endorsed by some of the world’s best stylists, the event also serves as the ultimate environment to ‘torture test’ products capabilities.

The problem for a mainstream brand like TRESemmé, is making this twice yearly event relevant to its customers around the globe. These customers rarely follow the Fashion Week conversation, but they are interested in getting ideas and inspiration about hair looks they can create at home, mainly sourced from highly influential YouTube and blogger communities.

Leveraging this influential community, therefore became central to making TRESemmé’s role at New York Fashion week more interesting to its consumers.

So we made engaging them central to our PR strategy.

Fashion media and hair vloggers joined forces to pump our content across the globe for the duration of the event, resulting in TRESemmé becoming the most talked about brand at New York Fashion Week SS15, a 30% increase in Facebook fans and more than 2 billion media impressions globally, across 20 markets.

Runway Hair You Can Wear: hair chosen by you, styled by the models – live

We monitored the conversations using a unique tool which analyses 150,000 earned media sources globally every 0.25 of a second , to identify and hack the biggest hair trend.

An expert styling team trained our models to create the style for themselves, before walking the runway for Misha Nonoo.

Elle pumped the idea exclusively across 6 international titles, reaching 45 million. 48 editors including Vogue UK, Marie Claire, Elle Australia, Hello! Canada and Flash Moda issued the story achieving a reach of 385 million.

Working with fashion authority Le Coveteur, we created more than 40 individual items of content, using consumer feedback crowd-sourced from more than 35 markets globally.

We hijacked Diane Von Furstenburg, Herve Leger, Carolina Herrera and BCBG’s shows, using stylist Orlando Pita to incorporate our hair look into their shows – ensuring we drove the news agenda throughout the entire week, not just a moment in time.

Using earned media alone, TRESemmé became the number one talked about brand at Fashion Week achieving 76% share of voice amongst hair brands at New York Fashion Week and a 38% share of voice overall.

The results outshone its fiercest rivals by 63%.

Within minutes TRESemme’s content had generated more than 2 billion impressions, creating headlines across more than 20 markets in less than 24 hours.

TRESemmé’s social community increased by 172,528 and created more than 6 million social impressions on their channels alone. Fan engagement on Facebook increased by 51%.