No restrictions, not applicable for New Zealand

Digital was perfect environment to connect to NZ women. Their go to channel for inspiration provided us multiple opportunities to host relevant hair and beauty conversations for 365 consecutive days.

From daily Instagram posts, to ‘How To’ videos on YouTube, continuous presence in beauty blogs and fashion websites; TRESemmé was there for NZ Women, providing inspiration and proof

that great hair is possible every day.

TRESemmé remained top of mind and top of news feeds for 365 days by giving NZ women the confidence and tools to open their eyes and break out of their “sleep-styling” coma.

TRESemmé now had a reason to be added to the shopping basket. TRESemmé grew market share by 15% in a stagnant market – up a massive 5% on our target.

Success was purely due to campaign activity as evidenced by the below (NZ has a population of 4.5 million)

o We generated over 30,000,000 seconds of engagement with T365 branded content. This equates to 1.24 minutes for every Female 18-29

o An NZ Girl survey revealed that 60% of women who had been exposed to T365 content were inspired to break their sleep styling habit and try a new hair style

o PR coverage across the campaign amounted to 68 pieces of coverage, an ROI of 6:1

o We grew our Instagram from 0 to 3,000 followers, surpassing TRESemmé Australia’s following by 26%, L’Oreal by 215% and Schwarzkopf by 411%

o Video content views exceeded 340,000 and we delivered over 9,000,000 impressions inspiring women to break their sleep styling habits

o T365 website visits up 34% vs. pre- campaign benchmarks, registering almost 40,000 unique visits