Students at Orientation Weeks across NSW and Victoria were treated to hair makeovers as part of an activation series with Schwarzkopf in partnership with Daily Mail Australia, Zenith and Publicis Media’s content team.
Events were held at five university campuses across two states inviting prospective students in the brand’s key 16 to 24 demographic to trial a colourful new hair look using Schwarkopf products.
The aim of the campaign was to drive awareness of the Schwarzkopf Live Colour range and increase an intent to purchase. Through the activations, the partnership was able to reach the target audience.
Daily Mail Australia coordinated the five events in partnership with Polite Social, kicking off at the University of Sydney’s Camperdown campus on February 20.
The activation was also held at Macquarie University’s Macquarie Park campus before moving to Victoria, with events at Monash University’s Clayton campus and Swinburne University’s Hawthorn location.
The final activation took place at the University of Wollongong.
As well as getting a hair makeover, students taking part were gifted full size product samples and were also encouraged to take a picture of their new look at the GIF-enabled photo stand.
Daily Mail Australia promoted the events through sponsored content on the website exploring the key hair colour trends for 2019. The articles were also pushed out to Schwarzkopf’s key demographics in paid-for social boosting across Facebook and Snapchat.
The activation was also highlighted in social media stories across Daily Mail Australia’s Facebook page, which has a following of 4.3 million, and Daily Mail Australia’s Instagram account, reaching a total of 44,000 people.
Alice Duong, business director, Zenith added: “This was a fantastic campaign that allowed Schwarzkopf to engage with university students in a fun and relaxed environment and introduce them to the vibrant colours in their Live Colour range. Through this, we were able to meet Schwarzkopf’s objectives of showcasing how quick and easy Live Colour application can be. It was brilliant to see so many people trying different hair colours and creating new looks for themselves.”
Jessica Hunter, Daily Mail Australia commercial director said, “The power of Daily Mail Australia’s content, distribution platforms and commercial capabilities allowed Schwarzkopf to speak directly to its key demographic target – and O Week proved to be the best cultural moment for this brand and consumer alignment.”