CHALLENGE / OBJECTIVE:
Create educational ‘how-to’ styling videos to support new line extension product launches: In-shower hair color solutions. Create excitement and educate to drive purchase.
SOLUTION / APPROACH
Take the ‘old school’ expert stylist out of the equation; our younger, savvy consumer is hair-involved; she doesn’t need to be told how to style and is bored with long form videos. Let’s break through the clutter to entertain and educate her ‘quickly’. Develop ‘snack-able’ videos that succinctly show product-in-use and immediate benefits (style results) in a fresh and unique way. Visually Compelling / Disruptive / Memorable
SCOPE
Conceptual Ideation + Design (Storyboards)
Communication ‘supers’
Direct Shoot/Talent/Styling/Music/Edit
Produce/Contract Studio
STATS
In Total over 3.9M views
6.7M impressions, 25% completions rates (vs 15% goal)
+240% increase in search for John Frieda
1.7M YouTube views; historic engagement levels for brand, highest views
+ 13% increase in consideration after viewing
Truly modernizing the traditional “how to” video, the brand received huge compliments from the digital industry including a Rep from Tongal, an industry expert, who said they were “very cool and breakthrough”.
OBJECTIVE / CHALLENGE
Create educational videos to showcase new product technology and benefits to support sales force / retailer engagements. Reinforce JF superior technology, build brand credibility and convince retailers that JF responds to specific consumer needs in a distinctive way vs. competitors.
SOLUTION / APPROACH
Interview Scientists from Research + Development
Sketch / Ideate steps that depict how each formula works on the hair strand; both the action and the reaction.
Succinctly and clearly communicate technology in easy-to-digest way.
• Tell a story with as few supers as possible
• Leverage simplistic ‘action’
• Embrace a clean and simple illustrative approach with use of
bold color to communicate '‘easy and uncomplicated’
SCOPE
Script Writing ‘supers’
Storyboards
Contract Studio
Direct CGI / Animation / Editing
OBJECTIVE / CHALLENGE
“Snackable” :7-:10 online video for Ban Roll-On Deodorant; bringing awareness and highlighting advantages of using a Ban Roll-on (in a fun and entertaining way)
SOLUTION / APPROACH
Leverage product animation and brand equity elements to create a visually clean, bright and entertaining spot that highlights product claims and key advantages of the roll-on form. Echo look and feel of the product focused print ad given both communications will run simultaneously in market.
SCOPE
Script Writing ‘supers’
Storyboards
Contract Studio
Direct CGI / Animation / Editing
