Challenge
Scandalous wanted to launch as a standalone hair brand, and get women talking about the brand, trialling , buying and becoming loyal fans of their products. All with just a handful of assets. Undeterred, we set about creating a new brand story that would appeal to the ‘hard to please and even harder to engage’ demographic of 16-24 year old girls.
Our approach
We utilised a 3-point digital strategy (get us) to tell the brand story, engage our audience, and get them involved and creating content. First we constructed the Scandalous brand website as a hub for users to find out about the brand, products and where to buy. Alongside, we developed a microsite for ‘Last Nite’ – a campaign based on the ritual of girls getting ready for the night out. Finally, we sent club photographers out to snap gorgeous girls with great hair in some of the UK’s most happening nightclubs.
Through the microsite and the Scandalous Facebook page we gave the girls the power to tag, comment and share these photos. We made them famous, they made us famous. Lovely.
