It’s no secret that looking your best has its perks. You feel great and are better equipped to express yourself to your full potential. And your hair do determines a lot of your individual style statement. A hair care and styling brand is about to establish that in its month-long campaign called ‘This is Me’.
Bed Head by TIGI is known for its rule breaking attitude and cheekiness along with its fun and creative hair products. Already armed with a strong online social presence globally, the brand needed to establish its presence in the country and reach out to the young Indian consumer through its latest campaign “This is Me”.
Staying true to the brand values, Bed Head’s ‘This is Me’ focuses on individuality by encouraging people to acknowledge their true self. It has roped in passionate individuals who have re-defined the norms and chosen the road less travelled – renowned hair stylist Savio John Pereira; psychedelic painter Sameer Hazari; pilot, surfer and skateboard maker Spandan Banerjee; fashion stylist Chandni Sareen; Imaad Shah and Saba Azad of the swing band duo Madboy/ Mink and poi dancer Sumaiya Sayed.
The campaign sees a series of videos featuring them with the purpose of getting people to challenge the status quo. In addition to the 6 individual video interviews uploaded on the Bed Head YouTube channel, a campaign video shows these guys in action and speaks of the core thought behind this campaign – “self-expression”.
In this video, fire dancer Sumaiya Sayed is talking about what keeps her going. Additionally, a microsite has been created that features each of these video stories and offers a way to engage the audience. Folks have been invited to get their hair styled in a salon just the way they want to, so as to express their individuality of style and get a selfie clicked with their stylists. The microsite features a gallery of the selfies along with the featured artists and top stylists.
The selfie with the highest number of likes gets to go to the biggest music festival in Barcelona. Besides, the most popular hair stylist on the site basis the number of votes wins an all-expense paid trip to London for training at the TIGI academy.
The brand has also used its social media properties for ‘This is Me’. Visuals featuring each of the individuals have been shared on the Bed Head Facebook and Twitter pages, while encouraging folks to participate in the selfie contest.
— TIGIIndia (@TIGIIndia) August 3, 2014
Connecting with the young at heart
Hair care products in the Bed Head range are designed for the young at heart. By roping in the 6 strong personalities to endorse the brand, ‘This is Me’ in a way encourages people to value their individuality and take the road less travelled, something that reflects the brand attitude – be creative, be fun, be bold and break the rules. To add to that, the microsite design also reflects the brand voice with its cool, edgy look and feel.
Selfies are in and validate self expression in popular youth culture. In a way, the selfie with the hair stylist contest has dual benefits. In addition to connecting with young and stylish people, the campaign also engages and rewards hair stylists in the country. ‘This is Me’ is a good targeted campaign that reaches out to the relevant consumer segment in a language that reflects the brand personality.
Along with an extensive college ambassador program, reviews by influential bloggers in the Indian fashion community and social media efforts, Bed Head is striking the right chords with the young at heart in India.