Herbal Essences is such a fun experience that the user just has to share it with friends, peers, and the entire world! And what’s more fun than singing in the shower – with friends!We brought the fun of the HE experience to life with a lip-synching competition. This was a great mix between the popular “be a singing star” trend, and user-generated video. Yes, you too could be a “Bathroom Queen”! We started the campaign on a teen social network, encouraging its members to create “singing in the shower” videos with our theme song -- using HE bottles as microphones. Social network users emailed friends to encourage them to participate. Online and TV ads later helped the campaign reach an even wider audience.

Herbal Essences became a star! - Over 50% of our target visited the Bathroom Queen minisite.- Teens’ top-of-mind awareness doubled.- Preference increased 45%.- Trial reached highest level ever.- Our theme song reached #14 in the charts!- Market share rose by 35%!