To Discerning Stylish Women, everyday style is important. They treat everyday as their personal runway. They feel like they need to prep themselves to walk ‘their runway’ and be ready from head to toe. They like to be the center of attention and prepares themselves to look runway-ready everyday. Tresemmé jumps in as the professional product for salon gorgeous hair everyday, that help these girls get all set to walk their runway on a daily-basis, anytime and anywhere. Through this annual event, Tresemmé helps these girls to channel their confidence by walking the runway and feeling like a top model with their runway ready hair.

Hence the objective of Tresemme the runway, an event that could generate engagement, product trial and build its image as a brand that “Inspires women to feel more positive about the way they look” and “Gives you great hair that helps you feel fired up”

The campaign aims to invite as many girls as possible to walk the runway. In order to participate, they first need to purchase TRESemme products as their ‘ticket’ to the competition. They register themselves through a microsite and post their runway selfie on their social media to seal their registration. Bi-weekly activations were rolled-out to increase the talkability of the campaign leading up to the Runway event.

Mobile platform was used at different stages of the campaign to connect, trigger conversation and amplification purpose

• Consumer participation mechanism was designed riding on the selfie trend, and was made easy to participate using mobile social channels

• Mobile social channels Twitter and Facebook were used to amplify the conversation as a build up to finale event

• Runway finale was totally designed, orchestrated, amplified using mobile as a medium, along with the dynamic creatives implemented via programmatic desk in real time