Redken: Did Your Hair Survive the 80’s?
The 80’s. What an interesting decade that was. From Adam Ant to Z. Cavaracci, there was a lot to forget … especially the torment women put their hair through. While the pictures will always be there to remind you, Redken wanted to help these women with a new line of Time Reset products aimed at restoring and completely erasing the damage done in the past. Digital Variant came up with a super engaging and nostalgic app to help Redken reach a massive amount of women in need of a “time reset.”
In correlation with the release of the Time Reset product line, the Redken “Did Your Hair Survive the 80’s?” Facebook app was brought to life. Within the app, users could engage with the brand by answering a series of hair-related questions to see just how bad their hair had it in the 80’s. From hairstyle typically worn to the amount of product used and lifestyle adhered to, Redken asked some pretty entertaining questions to determine which Redken Time Reset products could bring their hair back to life.
The women who participated in the questions and relived some hair nightmares were rewarded with a free sampling kit of the Time Reset product.
Users also were able to share their findings with their friends and family on their own Facebook wall. This helped in getting more people to join in on the fun. What better way to justify your awesome 80’s hair than bragging how much more damage your hair saw than your friends, right?
Though the campaign ran for 3 months, Redken gave away over 10,000 sample kits of the Time Reset product in just two short weeks. During the campaign, millions of wall posts across Facebook were generated, awareness of the new product as well as the brand on the whole was raised to extremely high levels, and the app saw heavy consumer use.
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