The recent times have seen many brands cater to the impulsive young teenager today. Hair & Care, the hair oil brand from the house of Marico is the latest to join the bandwagon. The brand has launched a TVC suggesting young girls to look different with a new hairtsyle every day so much so that their friends will not be able to recognise them. The ad promotes some twist and turn easy to do hairstyles along with talking about the product, all in 30 seconds flat. Here is the ad:
As is the reigning tradition, the ad was released for Facebook fans exclusively, prior to being aired on television. But, the ad was released only after a week long teaser campaign that saw a new cover page with a countdown daily. A set of short teaser videos were also shared on the Facebook wall following the cover page that announced the arrival of a ‘New Twist’.
Fans were asked to guess about what the new twist will be. The short teasers introduced bits and pieces of the ad, while asking fans about the new twist.
The fans were then asked for email addresses so they could be invited to the grand premiere of the new TVC. The TVC was released on Facebook the next day. However, the idea of asking for email addresses to receive exclusive access to the ad, completely fails me. The ad shared on the Facebook timeline soon after, would anyways be available for all fans and non-fans alike. And, if there was a grand premiere event, the images could have been shared on the timeline too!
Post sharing the TVC on Facebook, the page has been sharing the steps to various twist and turn hairstyles in the forms of images and step-wise instructions below. Not as helpful as a video demonstration would have been, but never the less, a good start.
Last year, Hair & Care had roped in the young, talented singer and YouTube sensation Shraddha Sharma for its TVC, following which the brand new Facebook page of Hair & Care had jumped to 10K likes in a matter of days. Though the singer features in the image, she is missed in the ad and this has been pointed out by fans too.
The Facebook page stands strong at 6 lakh plus fans and it is their responses that would help decide how the new twist & turn content strategy is working out for Hair & Care, especially when many hair care brands like Sunsilk and Tresemme have opened up virtual hair care salons.