The challenge
Most women in Singapore, Malaysia, and Vietnam do not include hair serum as part of their hair care routine and are not familiar with the many benefits using hair serum can have. The challenge was to encourage women in these countries to use hair serum on a regular basis by highlighting the key product benefits: smoother, shinier, stronger hair.
The human truth
Women in Southeast Asia are very committed to taking care of their skin, especially facial skin. And hair is equally visible. Just like we feel great when our skin glows, we feel empowered on good hair days.
The idea
Through femvertising and in collaboration with three self-made young women, we tell three success stories about overcoming fear and frustration in the pursuit of dreams. Ellips Hair Vitamin promises great hair days, which empowers our audience to get through the challenges of everyday life. This helped us position the brand as a key ally to self-made success within the beauty category.
The execution
We created a social media campaign that helped educate women about the product and its benefits, both practical and emotional. The content was grounded on three pillars: great hair days, great hair stories, and great hair tips. We shared content that expanded on the success stories of our self-made influencers, content on how and when to use the product, and content that worked as daily motivation for our audiences.
