In addition to the continuous flow of advertising material, such as interviews, social media animations, banners, shop-in-shop on E-commerce, instructional videos, blog posts, campaign pages and in-store customer experiences bridging off- and online worlds, we also created relevant "Always on” content. This is where we could really influence and shift the attitude around the brand, which was highly relevant for a global brand in the Nordic market, where opinions and attitudes play a big role in our audience's lifestyle.
When we conceptualize and create "Always on content", it is essential for us that it is always:
… or in its simplest form, makes one smile.
We incorporated our insights from the first to the second round of the campaign, to address the emerging consumer needs even better. This helped us to come up with new ways of communication, such as tutorials, that could be watched and understood without sound. By this, the consumer could follow step-by-step coloration instructions even when their hands were (literally) full!