Studbook
Challenge
Colouring hair can be an incredibly social experience - for many 16-34 year old women it’s a chance to change how they feel, how they behave and boost their confidence. We needed to use the digital landscape to allow these girls to express themselves. LIVE Colour XXL needed to spend time with their audience, entertaining them rather than talking about the product – this entertainment would be rewarded with an impulse purchase in store.
Solution
We created a Facebook application called ‘StudBook’, which gave us the perfect platform to gain exposure for the brand while interacting with our target market for longer. StudBook allowed women to choose their personality through their hair colour (changeable depending on mood) but more importantly to recruit men to become their ‘studs’ and make them perform specific tasks, giving them a sense of empowerment, just like LIVE Colour XXL.
The number of ‘studs’ and ‘tasks performed’ were recorded in the user’s StudBook, increasing their points and ensuring they climbed up the ‘league of irresistible women’ when competing with friends. Links to the Live Academy website, www.live-academy.co.uk, allowed users to continue their journey with tips and advice on how to handle their new-found irresistibility beyond Studbook and into their everyday lives.
Impact
- 53% report a “very” or “somewhat” positive opinion of the application.
- 56% talk about Studbook with friends, and would recommend it to someone else.
- 42% said their perception of LIVE Colour XXL has become more positive with Studbook.
- 30% uplift in favourability towards Schwarzkopf LIVE Colour XXL.
- 24% uplift in purchase consideration.
- Overall decrease in purchase intent for competitor products.
- Key functional imagery perceptions of LIVE Colour XXL were also strengthened, including “offers all the colours I need”, which increased from 39% to 59%.
