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Dry shampoo brand Batiste launches its biggest campaign yet

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By The Drum Team, Editorial

September 12, 2012 | 2 min read

Batiste Dry Shampoo is running its biggest ever integrated communications campaign designed to raise brand awareness and encourage shoppers to try a sample.

The £1.5m campaign has been created by smp and includes a run of three press ads and a city centre and shopping mall experiential tour which is working its way round the UK this month.

Shoppers are being invited to come and ‘Try it Dry’ on the beauty salon-inspired stand with smp’s team of Batiste personal stylists. The brand says it is giving away more than 300,000 samples.

As part of the experiential tour, fans can feature in a unique mosaic photograph made up of women who love the brand and they will also have the chance to feature in a future Batiste magazine ad and win a branded Vespa.

Matt Beech, account director at smp, said: "Historically Batiste has grown through word of mouth and this has been extremely successful. In order to take this brand to the mass market we wanted to fuel the conversation, making it easy to become advocates and giving them something to talk about.

"The opportunity to be part of Batiste’s next magazine advertisement is a real talking point and the entry mechanic makes it so easy for people to spread the word to their friends.”

The tour will visit Manchester, Birmingham and London this month and press and digital activities will run until the end of the year.

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