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Blowing away the competition

  • Challenge

    In a changing world, BaByliss, who traditionally relied on seasonal, product demo TV spots, needed to build the brand using digital platforms.

  • Approach

    We took their new Curl Secret launch as an opportunity to make a big noise, using social as the primary media for the launch and to communicate a brand story.

  • Solution

    The campaign included a partnership with The Saturdays, influencer activity, social content, pre-roll and social advertising. This was amplified through TV and print.

  • Result

    Within 10 days of launch, the product sold out for Christmas. The Curl Secret campaign became the most successful hair tool product launch in the world.