Client: Clear Hair & Scalp Ultra Shea (Unilever)
Agency: Walton Isaacson
Role: ACD/Art
CLEAR Hair & Scalp Care launched a new Ultra Shea collection targeting women with textured hair, and our agency was tasked with generating brand awareness among multicultural millennial women, and distributing over 2 MM samples of the product nationwide.
Strategy: Tap into the audiences of young African-American talent to increase awareness of the brand, and encourage trial through digital and event sampling programs.
The Experience
We launched the campaign with an exclusive, 3-city concert series featuring Grammy-award winning singer Elle Varner in Atlanta, and other artists in Chicago and NY. We used the concert as an opportunity to not only distribute samples, but create content leading up to Elle’s first Grammy Awards appearance.
Digital + Sampling Sweepstakes
Our team created an online sweepstakes that allowed fans to vote for the hair style she would wear at her first Grammy appearance. Each entrant was sent CLEAR samples, and was entered to win other prizes. Elle debuted the chosen look, created with CLEAR by celebrity stylist Oscar James, on social media at the Grammys, garnering valuable media impressions for the brand.