With the first major campaign going live in over three years, UK famous hairstyle brand VO5 turned to Interweave to develop mid- and end- of the funnel content to be deployed across different digital media platforms. We were tasked to develop the strategy and creative executions for several of VO5’s key products, including its hero one, Matt Clay, highlighting their varied uses targeting different men with different hair needs in diverse age groups.
Interweave gathered data on target audiences’ profiles and created the personas connected with the different product SKUs and uses. Championing Unilever’s “Unstereotype Alliance” initiative, we also developed the products’ journeys to purchase, recommended media channels and segmentations with special attention to diversity and inclusion, casting talent from different backgrounds and areas of the UK, including a female lead for a male product.
Interweave strategised, ideated and planned the production of several short films, to be used across social media, as well as product photography to be deployed across several branded platforms. Shot over a course of 2 days, on set in London, this “how-to style your hair” educational content is focused on the brand’s main premise “easy to choose, easy to use”, with products that are relevant to each and everyone’s needs.
A series of 30″ films with short form adaptations for several platforms like YouTube, Facebook and Instagram, to be used as both paid media and organic content, as well as a suite of stills and GIF assets that are to become the core content for eCommerce and branded platforms.
