#HairAndCareFestiveLook

Before driving the campaign, we analysed existing conversations in communities to understand the discussion, pain points, and ideas members had regarding hair health and observed the following:

• Members actively discussed how to prevent hair damage while styling hair.
• Members shared easy home remedies to prevent hair damage, cure hair fall, and many other hair issues.
• They discuss hair care products they use and share reviews and recommendations with each other.

Based on the above observations, we focused on creating conversations around how to use Hair & Care for hair styling, maintaining healthy hair and preventing damage from pollution, styling, etc. We also planned to host a contest encouraging women to share their experiences.

With festive season around the corner, we focused on creating conversations around festive looks and hair care with Hair & Care. We strategised the campaign into 2 phases. In the first phase, we focused on creating conversations around festive hair care trips and introduced Hair & Care subtly. In this phase, admins shared their favourite hair care tips with Hair & Care and how they care for their hair, especially during the festive season. They highlighted the benefits of Hair & Care and showcased their festive looks. The admins tagged members and encouraged them to share their festive looks and hair care tips by tagging five friends. The admins further encouraged them to try Hair & Care and share their experiences. The 15 most engaging posts across groups won vouchers, and they had higher chances of winning if they shared their experience using Hair & Care.

In the second phase, we focused on highlighting how hair health had significantly improved with continuous usage of Hair & Care. In this phase, the admins highlighted how they have been able to make unique hairstyles as their hair has become more manageable, soft, silky, and smooth with the usage of Hair & Care. The admins motivated members to take up this challenge, make a reel, or post photos of their favourite hairstyle. The admins also asked them to share their hair & Care usage experience if they had used it. The members took the challenge and tagged five friends to amplify the challenge further. The 15 most engaging posts across groups won vouchers, and they had higher chances of winning if they shared their experience using Hair & Care.

While the theme of the content was consistent across all the communities, the testimonials of members brought their own unique experiences of how women hair health improved with Hair& Care.