SOMETHING BEAUTIFUL IS ABOUT TO BLOSSOM by Arc Chicago, LiquidThread New York, Mediavest New York for Herbal Essences

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SOMETHING BEAUTIFUL IS ABOUT TO BLOSSOM

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Industry Cosmetics & beauty products, Shampoos
Media Promo & PR, Case study
Market United States
Agency Arc Chicago
Creative Director Susan Nahikian
Account Supervisor Justin Sparks
Agency LiquidThread New York
Agency Mediavest New York
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: HERBAL ESSENCES
Date of First Appearance: Nov 1 2010
Entrant Company: LIQUID THREAD, New York, USA
Entry URL: http://www.facebook.com/herbalessences?sk=app_166112010075384
Producer/ Associate Director: Elyssa Starkman (LiquidThread/ MediaVest)
Connections Associate Director: Mercedes Ritchey (Starcom MediaVest)
Brand Manager: Kyle Schlegel (Procter & Gamble/ Herbal Essences)
Assistant Brand Manager: Seunghee Ha (Procter & Gamble/ Herbal Essences)
Account Supervisor: Justin Sparks (ARC Worldwide)
Creative Director: Susan Nahikian (ARC Worldwide)
Vice President: Michelle Benoit (Marina Maher Communications)
Communications Manager: Lindsey Eckert (Starcom MediaVest)
Digital Manager: Danielle Cataudella (MediaVest)
Senior Vice President Development and Production: Chris Dorne (MediaVest/ LiquidThread)
Executive Producer: Gabriel Landau (Gravitate)
Executive Vice President/ Managing Director: Katie Ford (Starcom MediaVest Group)
Haircare Marketing Director: Julie Marchant Houle (Procter & Gamble)
Connections Director: Jaime Garrigus (Starcom MediaVest Group)
Vice President/ Account Director: Andrea Palacios (Atelier Leo Burnett)
Art Therapy/ Civic Education Charity: (Portraits of Hope)
Management Company - Downtown Santa Monica: (Bayside District)
Communications Manager: Laura Sitzberger (Starcom MediaVest Group)
Media placement: Out Of Home - ICE At Santa Monica - November 1, 2010
Media placement: PR - TV, Digital And Print Press Outlets - November 1, 2010
Media placement: Digital Banner Media - Say Media, Facebook - November 1, 2010
Media placement: Out Of Home - Lensley / Midnight Oil Creative - November 10, 2010
Media placement: Digital Web Series - 12 Episodes - Facebook - November 15, 2010
Media placement: Print - Glamour, Seventeen, Cosmopolitan - February 1, 2011

Insights, Strategy & the Idea
Sometimes beauty is found in unexpected places.
HERBAL ESSENCES is a brand built on the promise of beauty but the consumer knows it is more than skin deep. For the brand’s relaunch we looked past outer beauty and hair care benefits, focusing instead on what HERBAL ESSENCES does best - provide experiences. Experiences that transport and transform people to a place that is more enjoyable, beautiful and meaningful.
We created a once in a lifetime opportunity, bringing beauty to a community, and our consumers by asking them to help turn an empty parking lot into art. Where others saw an eyesore, we saw a canvas. We used the brand visual of flowers in order to transform a community space. Not only did we create HERBAL ESSENCES’ first purpose-inspired program but we helped people come together and see the beauty that already existed in their community.

Creative Execution
In partnership with Portraits of Hope, a charity that develops large-scale public art displays through art therapy and community education, we turned a parking lot into the first ice rink painted wall to wall with flowers. Volunteers, hospital bound children, local schools, and Special Olympics teams helped cover every surface from the ice itself, to the trees, to the ice maintenance machine in HERBAL ESSENCES’ visual calling card- the flower.
Paid, owned and earned media took a local execution national. A custom web series brought the story to life online; earned PR opportunities and celebrity spokespeople drove awareness, traditional media drove impressions and an on-site photo booth allowed rink visitors to take their pictures and upload them directly to social media sites, increasing engagement. The visual of the flower as well as the theme of community and beautification remained the same throughout all touch points, creating a consistent message.

Results and Effectiveness
Volume and share was up vs. year ago, setting record highs. We exceeded our impression goal by over 8 million, delivering 213,741,485 impressions to date. During the program Facebook “likes” were up 321%, new fans up 46%, post views up 476% and post feedback up 244%.
The real life results for HERBAL ESSENCES, and us, was the joy on the faces of the children and adults who helped transform a parking lot, inspiring others to bring beauty to people in the least expected ways.