BEAUTY DOESN’T HAVE TO BE BORING

To launch Aussie’s first ever 360 campaign for their most-loved product “Moist,” we decided to ditch the white-cyc-clearly-fake-hair-over-the-top spots that have been done to death. And hit the beach instead. Add a dash of cheeky to the mix and you get this. Every review we featured was 100% real and written by actual women who used the product. (Disclaimer: women love a good bit of innuendo too, so enjoy!

Digital Shorts

We also cut down a number of reviews to run as YouTube TruView ads, targeted based one things women were searching for or by data we had pulled ahead of time, anything from hair type to dryness, breakage or other hair nightmares.

And Gifs…plenty of Gifs

We filmed tons of winks, smiles, shocked faces, you-name-it to have on hand for any social responses we got from the campaign. Because women making sex jokes was bound to get people talking.

Print + OOH

Don’t worry, usual billboards and print ads were shot too, and customized based on where they were running.

Campaign Guidelines

While I’m typically a you-do-you kind of girl, when it comes to establishing a brand voice, I’m a stickler. So we developed a mini TOV doc to help keep everyone on the same page.