Osteo Bi-Flex

FUN IN BRAND AWARENESS CAMPAIGN

A legacy brand
gets a fun-over

BUSINESS PROBLEM

Everyone knows SUN IN as a legacy brand with great roots. The brand was looking for a colorful way to give the brand new life, and attract a new generation of eyeballs. Enter FUN IN, a temporary hair color proposition of easy in, easy out hair color. The new brand had zero brand awareness, and big goals — to capture the attention of two very different audiences: Gen Z 20-somethings and moms of kids under 12.

IDEA

Bold hair color for a fun time, not a long time. To build both brand awareness and product relevancy, we developed a simple brand awareness campaign idea that would capture the colorful essence of FUN IN and also set up the need to demonstrate the unique product experience of bold hair color that washes out easily.

Leveraging the authenticity of social media platforms TikTok and Snapchat we partnered with creators to bring the brand and product story to life in multiple ways:

UGC-style creator content highlighting product experience, how to’s and product success (e.g. bold hair color/styles)

Branded creator content highlighting FUN IN branding, the range of the product line (multiple colors) and the key benefit of fast and easy color removal.

RESULTS

Dramatic sales increase once brand awareness campaign was launched
Exceeded media metric benchmarks across TikTok and Snapchat
Quickly achieved strong brand awareness and brand association lift quickly post-launch