–The Birthday Brand–
When tasked to pick a brand to do a hypothetical marketing campaign for, I decided that it was time good ol’ fashioned Brylcreem got a makeover. It had seen golden days and had a few short-term comebacks. Yet, it has not fully utilised its new product range to attract younger males (18-34 years) in the Australian market.
–The Birthday Surprise–
We wanted young Aussie blokes to see Brylcreem as a hair product that not only gives a classic look, but a fun and versatile brand that allows for different hairstyles. Hence the punny campaign tagline: “Brylliant Classic, Brylliant Anything.” The campaign has a two pronged approach.
- Create brand awareness
- Create brand engagement.
Awareness is created via print ads, television ads, radio announcements, and Point-of-Sale displays will be propped up.
The campaign then engages the target market with the Brylliant Hair Guide Mobile App, a revamped website, and a #Brylliant social media competition.
Winners of the social media competition will win cash prizes and be featured on Brylcreem’s very own Look Book. The Look Book will also include directions on how to create the hairstyles featured using Brylcreem products.
Download the full report from this dropbox link.
Brylliant Classic, Brylliant Anything is a hypothetical IMC campaign by Lois Poh.
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