Ketchum #401

ABOUT

Tasked with driving awareness, engagement & sales for a new Head & Shoulders product line for young men – Head & Shoulders Men Ultra - Ketchum tapped into the excitement and national pride associated with the 2018 World Cup. Our challenges? An audience that rarely discusses dandruff, the clutter of World Cup promotions, and no official sponsorship.

Inspiration, therefore, came from English footballers themselves. From Beckham’s cornrows to Bale’s bun, media and fans have long obsessed about player hairstyles. This attention to the scalp was the perfect canvas for an anti-dandruff shampoo.

Combining consumer call-to-action with a Head & Shoulders benefit, we launched #GoScalpBrave, a platform driving national conversation around World Cup players’ dramatic hairstyles. Collaborating with official team barber, Justin Carr, we showcased player hairstyles and original content via print, live events and digital media.

As England prepared for an epic semi-final match, we created a branded pop-up event at a major viewing venue, where Justin gave daring fans their own #GoScalpBrave hairstyle — including several prominent male and football digital influencers like Miniminter & Jake Boys, whose branded content reached 57 million impressions through 22 posts. The activation was planned from scratch and major coverage secured in less than 48 hours.

By leveraging media surrounding the 2018 World Cup and directing it to a brand message - celebrating players with bold hairstyles that show off healthy scalps – Head & Shoulders was able to own the moment. Not only did this result in 45 pieces of earned coverage with a net reach of 52 million (including BBC News, Sky News, Mail Online, The Sun & The Mirror) but it also saw a direct impact on sales, with Head & Shoulders Men Ultra sales increasing +18% over the period.

Our playful media content and live activations enabled us to ensure 85% of coverage included a link to the brand website. This positive organic SEO resulted in Head & Shoulders becoming the #1 ranked search result on Google for “football hair” during the World Cup.

MADEIT CREDITS

  • Head & ShouldersClient
Contributor:

Ketchum has been a Contributor since 14th February 2019.

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