HERBAL ESSENCES
We teamed up with Herbal Essences just as it was undergoing a total brand makeover. We supported the initiative with short- and long-term strategies that included a conversion web site with a tool to help customers find the new product to replace their old one, email and online advertising. Anticipating the debut of the new product line, our teaser web site offered consumers a Flash-powered encounter with the new packaging, new scents and new collections, along with a free sample signup. For the full site, we created original videos to fulfill a need for styling guidance, and we managed relationships with partners like MTV and MySpace. We helped Herbal Essences braid together a TV-print-web campaign that mobilized the brand's rich spirit and luscious copy, and seeded the first SKUs of the product on eBay.
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