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Cleo Sertori was a more than a teenager, she and her friends Rikki Chadwick and Emma Gilbert had supernatural powers, because they transformed into mermaids after an accident at the mysterious Mako Island. Then, do you prefer Phoebe Tonkin in The Originals, H20, The Vampire Diaries, The Secret Circle or Tomorrow, When the War Began.
Given the two-way communication mode of social media, the medium lends itself beautifully to co-creating stories with target consumers. Here we share some creatively carved social media promotions for shampoos that promised to heal your damaged hair, straighten it with a wash or just prevent it from falling or ending in split ends, however, these qualities are just a part of the bigger story. Sunsilk was out with its latest range of products under Keratinology that promised salon-style treatment for hair, while sitting in the comforts of your home. Actress Malaika Arora Khan introduces you to the Keratinology range and takes you around the virtual studio. Additionally, there are two more sections: a€?Sunsilk style diariesa€™ that is an interesting take with the story of Tanu and Jia and the hairstyles they come up with for various occasions, and a€™24A—7 Expert advicea€™ that has the branda€™s hair experts mete out expert advice. The trio of interactive design, useful videos and hair care advice formed an innovative story by Sunsilk.
For the new Sunsilk Perfect Straight, the brand ran a two-phased campaign involving bloggers and the Facebook community with the idea of sourcing crazy hair straightening ideas, before introducing the new product. The product was introduced much later as the right solution to all their crazy experiments to maintain straight hair. Sunsilk ran a blogging contest again where one could avail free samples, try the product and then blog their experiences. The interactive storytelling on YouTube coupled with co-creating straight hair stories with bloggers has helped promote Sunsilk Perfect Straight on social media. Dove, known for its promotional campaigns around every day women, had launched its new hair fall treatment product by having real women sharing their experiences with the product through videos and blog posts, in the Dove Hair Fall Rescue Diary. The brand created an extensive campaign with real women sharing their hair fall stories and how the new product rescued them.
Creating a secret diary to reveal the product as a solution and featuring real women sharing their hair fall rescue secrets are the two pillars supporting this campaign. For the new a€?Dove split end rescue shampooa€™, the beauty brand launched an exciting blogging contest that asked bloggers to share a story about the beautiful braids they had once upon a time and how they got beautiful ends to their braids once again. The blogging contest required bloggers to provide a linkback to the Dove Facebook page that had more in store involving a€?split endsa€™. All in all, the idea of promoting the shampoo around beautiful braids and friendship forever is what stands out in this campaign. The YouTube channel was also promoted through a blogging contest, where bloggers could try out the ramp ready hairstyles and blog about their experiences.



For the a€?Goodbye Damagea€™ range that claims to repair a year of damage in 3 washes, Garnier Fructis embarked on a creative approach on social media.
The Facebook page shared a€?I am sorrya€™ updates much to the curiosity of the fans, who were also asked what colour represented a€?making it upa€™. Creative message pushing by getting fans to apologise to their hair and an emphasis on goodbye to damaged hair serves for a good brand recall. Based on the philosophy that real strength of people comes from their a€?rootsa€™, La€™Oreal Paris India launched the a€?Stay Rooteda€™ campaign for its new hair fall repair shampoo that works to get you stronger roots.
The brand created a film a€?Go back in timea€™ with people from different walks of life thanking someone special in their lives.
On Facebook, fans were asked to thank that special someone in their lives and also share a picture with them, giving reasons as to why they want to thank that person who helps them stay rooted. The emphasis on staying rooted and connecting with the roots that have made you, is an innovative way to promote a hair fall repair shampoo. The above approaches indicate a promotion strategy that does not talk about the product benefits directly, but cleverly emphasizes on the main aspect of the shampoo or the hair care product, by weaving in stories around them. Phoebe Tonkin plays as Hayley Marshall in The Vampire Diaries and its spin-off series The Originals. This Australian drama film stars Caitlin Stasey as Ellie Linton and features an ensemble cast including Rachel Hurd-Wood, Lincoln Lewis and Phoebe Tonkin. In the plethora of shampoos displayed at the stores, these products are always vying for your attention, lest you pick up something else.
And social media marketers have been harnessing this to promote shampoos, by weaving a unique story around each on social media.
For this, Sunsilk created a complete salon on YouTube which was equipped with the best salon style treatment videos and also recommended products for your hair.
You can enter your name and upload a picture and choose from the various treatments available to get a virtual makeover!
A few months earlier to the product launch, Sunsilk launched a blogging contest inviting bloggers to share their craziest, wackiest and wildest experimental idea to get perfect straight hair.
Additionally, the YouTube brand channel that featured Tanu and Jiaa€™s stories with hair took a whole new turn. A YouTube channel designed like a diary featured real women from varied backgrounds like fashion bloggers, travel bloggers, make-up artists, among others, sharing their hair fall rescue stories with Dove.
The Secret Diaries app featured more information about hairfall and the product, apart from being similar to the YouTube channel. A Facebook application a€?Never split evera€™ was created where one could send friendship postcards to her friends!


Like Sunsilk, the brand also launched an interactive salon through its YouTube channel hosted by actress and brand ambassador Diana Penty. You can then create your own ramp show by selecting at least 3 hairstyles, learn about the shampoos by selecting your hair type and then actually go through the DIY videos for each of the hairstyles you have chosen. The brand asked fans to a€?apologizea€™ to their hair for all the damage caused due to the sun, dust and pollution, before eventually introducing them to the new range. As part of this initiative, consumers were encouraged to connect with their roots by taking the time out to thank and appreciate the people, things and places that have influenced them in their past.
Brands are not only getting creative but they are also letting their fans be creative in the process of co-creation.
Only two series were initially planned, but due to popular demand, a third and final series was filmed!! Hayley is the mother of the Pureblood hybrid, Hope Mikaelson, her daughter with the Original Hybrid, Niklaus Mikaelson. Faye is a sexy, eccentric and free-spirited Witch, Phoebe played superb but on May 11, 2012, The CW canceled the series due to the expensive cost of special effects. The story follows Ellie Linton, one of eight teenagers waging a guerrilla war against an invading foreign power in their fictional hometown of Wirrawee.
Simultaneously, a Facebook contest also invited crazy ideas for straight hair, without revealing the new product. One could interact with them while they both challenged each other at whose hair stayed perfectly straight despite various physical activities like doing the hula-hoop a 100 times to camping and playing football. The virtual salon features DIY videos that take a step-by-step approach for the featured ramp ready hairstyles. The engagement was extended by asking fans to upload anything that is orange in colour, so as to keep up with the colour of the new range. Blogger contests, DIY video tutorials, interactive YouTube channels and storytelling have become the norm for social media marketing. These questions and the inherent nature of humans to experience the new, has led to an adventurous marketing technique for shampoos and other hair care products.



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