In a changing world, BaByliss, who traditionally relied on seasonal, product demo TV spots, needed to build the brand using digital platforms.
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.
The campaign included a partnership with The Saturdays, influencer activity, social content, pre-roll and social advertising. This was amplified through TV and print.
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.