Vidal Sassoon were about to launch a revolutionary hair straightener; the Goddess Ultimate Steam Straightener. Finally, here was a product offering hope for the frizz-frazzled, of a silky straight in seconds without frying hair. However, we knew our target would be sceptical that such a product really did what it said on the tin.
Instead of simply advertising our product, we created a content marketing strategy and ecosystem around a hashtag grounded in incredulity: #OMGoddess. Then, in a single day of shooting with 3 real-life curly characters, we generated more than 300 pieces of documentary-style content, each demonstrating the amazing transformation from frizz-bomb to silky straight goddess, and capturing the genuine and resounding OMG.
- 8.2% of unique site users clicked through to retailers
- 1,626 clicks on the Goddess features
- 21.45% lift in the number of website visitors
- 1.67% Facebook click-through rate, 3x industry average
- 300 pieces of content captured