PARADING WITH YOU WITH MORE STYLE by Edelman New York for Suave

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PARADING WITH YOU WITH MORE STYLE

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Industry Hair Care
Media Promo & PR, Case study
Market United States
Agency Edelman New York
Released January 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: UNILEVER
Product/Service: SUAVE PROFESSIONALS
Agency: EDELMAN
Client/Senior Brand Building Manager: Suzanne Palentchar (Unilever)
Client/Associate Brand Building Manager: Lauren Zsigray (Unilever)
Senior Vice President: Audrey Ponzio (Edelman)
Vice President: Sabrina Macias (Edelman)
Senior Account Supervisor: Julie Mendez (Edelman)
Account Executive: Sofia Lares (Edelman)
Assistant Account Executive: Mara Sljivich (Edelman)
Assistant Account Executive: Jenny Gomez (Edelman)
Senior Account Executive: Valerie Ferreyra (Edelman)
Assistant Account Executive: Juan Carillo (Edelman)
Media placement: Consumer PR - US Hispanic Media - 1 May 2011
Media placement: Sponsorship Activation - - 1 May 2011

Summary of the Campaign
Suave® enlisted celebrity stylist, Leonardo Rocco, alongside 'Hispanic America’s Sweetheart', Blanca Soto, to help Latinas look and feel as red-carpet-ready as the stars they emulate every day.

'Desfilando Contigo, con Más Estilo', meaning 'Parading with You with More Style', was built on the premise that Latinas do not walk, but rather have a uniquely confident strut, no matter what the occasion. Suave Professionals® paraded with them during their everyday moments by offering ways to recreate celebrity-hairstyles in a more attainable manner.

Suave partnered with top-rated Spanish-language media outlets, Univision and People en Español, and decided that all consumer-promotions would be live on the brand’s Facebook page, Belleza Suave (Suave Beauty). The first ever Spanish-language page for a Unilever solo brand launched in Q4 2010 and provided the foundation for a robust 2011 campaign, an ideal platform to build a beauty-focused community that engaged with Latinas in their preferred language.

Knowing a brand can reach almost 75% of all US Hispanics via Facebook, along with 84% percent of Hispanic moms, this page allowed Latinas to seek and find the latest hairstyling tips achievable from the comfort of their own home (Facebook; Pew Hispanic Center; comScore).

The culmination of the campaign led to a 477% increase in Facebook fans in the first 24 hours, following a free-product giveaway. These efforts led to increased interaction on the page, demonstrating affinity for Suave Professionals. The campaign resulted in successful media-coverage, increased consumer-engagement, improved sales, and heightened recognition as a professional salon brand among Latinas.

The Situation
Latinas don’t just march to their own tune. They strut, and any occasion offers a 'red-carpet', an opportunity to look their best.

Knowing that Latinas place a great emphasis on their hair each and every day, Suave Professionals sought to strut alongside them as their trusted go-to high quality product to fit their specific hair needs.

To launch its new styling products, Suave Professionals demonstrated its professional quality at an actual red carpet award show with the novela actress, of the moment, to act as brand ambassador and showcase that with the styling range Latinas can always be red-carpet-ready.

The Goal
Suave Professionals targeted unacculturated and bicultural Latinas, knowing that they are one of the fastest growing online demographics in the United States with 4.2m female Hispanic users aged 18-49 on Facebook. Of all female Hispanic users on Facebook, over 4 in 5 are within Suave’s target audience (Nielsen @Plan Spring 2010 data, May 2010).

Suave aimed to:
1. Increase awareness of Suave Professionals’ new and improved styling line;
2. Drive product trial via consumer engagement of new Suave Professionals styling-products;
3. Increase engagement on the brand’s Facebook page, Belleza Suave (Suave Beauty).

The Strategy

Suave Professionals provided access to achievable red-carpet beauty by:
• Partnering with top Spanish-language media, Univision and People en Español, to build up strong onsite, online, TV, print and in-store promotions;
• Leveraging a relationship with spokesperson, Leonardo Rocco, to serve as an expert voice for the brand;
• Enlisting a big name, a Hispanic female celebrity with fabulous hair to build the credibility and show the efficacy of the products.

Key Message:
Suave Professionals styling products perform as well as top salon brands, so you can add more style to your everyday red-carpet moments.

Execution
• Social Media: 'Belleza Suave' features beauty advice from the voices of the page, Rocco and the 'Chicas de Suave' (Suave Ladies). From mid-June to mid-July 2 consumer promotions lived onsite to increase engagement. After voting for Blanca’s hairstyle, fans could enter into 'Luce Bella Como Una Estrella' (Look Like A Star) for the chance to win a make-over by Rocco and meet Blanca. During the award show, a 25,000 free-product giveaway on Facebook was announced on TV.

• Consumer Engagement: Official Hair Sponsor of Premios Juventud (Youth Awards), Univision’s top award show hosted by Blanca Soto, Suave’s newest spokesperson and rising star. The culmination took place on the red carpet where Blanca revealed her fan-voted hairstyle, created by Suave stylist, Leonardo Rocco.

• Media: Partnered with top Spanish-language media entities, and executed TV integrations, vignettes, advertorials, and online portals - all driving to Belleza Suave.

Documented Results
When looking at the brand’s objectives, campaign results met and/or exceeded expectations.

1. Increase awareness of Suave Professionals new and improved styling line:
• Suave Professionals Hair Styling grew 14% in July in Hispanic 2.5 Channel vs. July YAG (Nielsen 4 weeks ending 8/6/11) and Suave Professionals Haircare grew twice as fast in July among the Hispanic market (+12% vs. YAG) (Nielsen Scantrack 8/6/11 vs. 8/7/11).
2. Drive trial via consumer engagement of new Suave Professionals styling products:
• Sales Lift (24 stores); Suave Styling Aid units +12.6%.

3.Increase engagement on the brand’s Facebook page, Belleza Suave:
•During the period of promotion, the page increased fans by 43,000 with a total combination of 3,773 'likes' and comments on wall posts that garnered 957,838 impressions; and 36,000 requests for free product coupon were collected in just a few hours.
•The promotion received 12,000+ votes for Blanca’s hairstyle.