Main Objectives
Increase brand awareness as well as generate voluminous amounts of web traffic to the Curlsmith landing page and foot traffic to retail partners in order to produce an overwhelming amount of Curlsmith orders and new customers via an impactful brand response television campaign.
Target Audience
Affluent American women who buy premium haircare products ($20-30/unit) and have textured hair. All ages,ethnicities and hair types beyond straight are in scope – with a bulls-eye focus on 25-44s with curly hair (target 1). This woman may be buying competitor curl brands (target 1), but doesn’t feel she’s found the ‘holy grail.’ Given that she’s not discovered Curlsmith yet, she may not shop the texture category, shop at Ulta or actively seek out curl care advice on social media. So it’s time we bring Curlsmith to her.
Our team used traditional SWOT analysis as a creative compass in order to quickly verify that creative development stays on point. In fact, this SWOT analysis was often referred to throughout all phases of production to continually preserve campaign objectives.
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Strengths
• Instant Wow – Immediate results w/ 4-Step system |
Weaknesses
• Capitalize on the plethora of amazing curly hair results |
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Opportunities
• Low brand awareness |
Threats
• Very crowded advertising clutter in category |
Why did you choose TVA?
We originally talked to 3 agencies. TVA plus one other both engaged straight away, thinking about the brief and throwing out ideas. TVA won it due to the passion they showed and the concept areas presented at pitch stage.
How would you rate us compared with other companies you’ve used in the past?
Significantly better
Overall, how would you rate our overall performance? Scale 1-10 (10 being the best) 10
Overall, how would you rate the performance of our creative team? Scale 1-10 (10 being the best) 10
Overall, how would you rate the performance of our production team? Scale 1-10 (10 being the best) 10
Overall, how would you rate the performance of our facilities and equipment used? Scale 1-10 (10 beingthe best) 10
What did you like most about working with us?
Your creativity but also pragmatic nature when we raised concerns or alterations.
You very quickly got the brand and what we were trying to achieve. The production team were fantastic in pre-pro and particularly on site.
What did you like least about working with us?
The cost! However, to be fair, given the amount of work that went into it and what I’ve paid in the past at other companies,I can’t criticize.
Would you consider hiring us again? Yes,without a doubt
May we mention your name as areference? Yes
