Aveda botanical repair overnight serum
Aveda’s new overnight serum is designed to instantly repair and reduce the appearance of split ends in just one night. Go to sleep and wake up with visibly revived shinier hair. We were tasked to develop a campaign that will reinforce Aveda’s superior positioning within the natural and high-performance prestige hair care market with 3-layer repair. Leaning into the power of 100% vegan botanical repair and the breakthrough bond-building technology, evenly tying in biotech natural storytelling to seamlessly launch the NEW botanical repair overnight serum as a market disruptor.
Healthy hair begins with strength, but to strengthen you first need to embrace that damaged hair. To remind and educate consumers that Aveda has the tools to rebuild and restore which will result in stronger, healthier hair.
We created a multi-platform, multi-layered campaign for consumers to dive into the world of damage, hair repair, bond building and overnight serums. This was broken into 3 messaging pillars: product, people and planet, each with 2 key different audience pillars. Our aggressive 8 week digital strategic approach lead with awareness in organic content, and then retargeted with insightful, educational, and visual proof points for our paid media campaign. We wanted to overeducate consumers so once they were lead to purchase they would have no questions about the product or what it could do for them, no matter their hair type.
Art Direction // Paid Media // Creative + Social Strategy // Organic Social // DTC Email
Creative lead worked in tangent with copywriter; oversaw team of 5 designers and reported to CCO.
Paid Media:
YouTube 6s and 15s bumpers. These ads were ideated to inform, engage, and remind consumers on every level of the funnel and were created with two different messaging pillars for our two key audience groups.
Paid Social: Pinterest
We found that our consumer educated themselves within Pinterest and would search key words such as ‘how to get healthier hair’. Leaning into SEO we implemented these key buzz-words both in our creative and in each ad placements’ corresponding copy. These ads drove to brand.com to educate consumers about the entire botanical repair franchise and what it can do for them.
Paid Media Digital Banners
Brand.com modules
Campaign emails
We launched 14 strategic emails to educate and tease out the new product launch to our existing consumer about the botanical repair franchise. Leaning into Aveda’s next level bond-building technology we wanted to highlight the why of the science behind the product.
New Product Launch: Organic Social
To excite and lead up to the launch of the NEW botanical repair overnight serum we strategized and executed a pre-launch tease. This included early access to the new product in addition to re-engaging consumers on the full botanical repair collection. By working the new product into the botanical repair hair routine seamlessly, we established an easy entry point for loyal consumers.