For the UK launch of the got2b hair care range for Schwarzkopf, we recruited YouTube hair styling superstar Birdboy – a Florida-based parkourist with trademark flamboyant hair. We brought brand advocate Birdboy to the UK to meet up with Urban Freeflow at the London Parkour Jam, and filmed the results. This footage, together with a range of “how to” video content demonstrating styling techniques, were added to a custom-built Schwarzkopf YouTube channel.
Accompanied by PPC, online display and social media support, within three months our work generated over 45 major pieces of national coverage across online and offline consumer media and over 13m OTS. The budget was small and the ROI was extreme!
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