ESTEL
360° strategy development
-
category
Digital -
client
Estel -
industry
Beauty
What we did:
Development of a fundamentally new 360 ° strategy, which implies the rejection of fragmented planning of different media, сreation of a complete brand image through an omnichannel promotion strategy and the development of a single criterion for evaluating the effectiveness of all tools.
Conditions before the campaign:
1. Low brand and campaign products awareness
2. Consumer prejudice about the poor quality of Russian brands
3. High competitive environment
Results:
1) Brand №1 in the category of hair care (hair-dye)
2) 98% coverage of target audience for two years
3) Loyalty index increased by 8.4 points