The Italian launch campaign
Herbal Essences is a brand of hair care products launched by P&G in Italy in 2020. Each Herbal Essences formula is enriched with natural botanical extracts, ensuring strong and healthy hair. In addition, Herbal Essences creates all its recipes with scientists from the Royal Botanic Gardens at Kew, a British institution with more than 250 years of history. This ensures very high quality within its products.
2021
Content
Digital Media
Challenge
Relaunching in Italy a well-known brand abroad.
Herbal Essences is a brand of hair care products from Procter & Gamble that is extremely well-known abroad.
Unfortunately, in Italy, the positioning with which it had been launched in the early 2000s had not proved effective, and the brand was taken off the market within a few years
Caffeina was chosen to build the relaunch of the product range in the Italian territory on all channels, from digital to TV.
Solution
A campaign to enhance product benefits.
Following an analysis of the characteristics of the Italian consumer, some focus groups, and a comparison with data from Herbal Essences’ campaigns in other European countries, we identified the winning and differentiating product benefits in our market.
Therefore, we built a multichannel communication strategy capable of covering the awareness and consideration phases on the different touchpoints chosen to boost the product’s desired boost.
We chose to localize and integrate Russian TVC, which was deemed most suitable for our market and constructed all materials for BTL, digital and social campaigns.
Execution
An Instagram filter to support digital PR.
We proposed to the management of Herbal Essences to combine media planning with an Influencer Marketing campaign mainly based on Instagram.
To support it and make it more viral, we created a filter for Instagram Stories that would be based on the iconic element of the TVC, the wreath. We applied it in different graphic styles to show the other great strength of the product, namely the natural ingredients.
