Agency: i.d.e.a.
Client: Splat
Campaign: Rebel With Color
Delivered: Online videos, paid digital units, social media content, retargeting retail ad units, print and social influencer program
Splat hair dye has always been a rebel brand. They are independent, family owned, make the loudest colors possible, and have lead the fantasy hair color category for years. But over time, the category growth they created attracted the attention of larger companies like L’oreal & Clairol that aggressively entered the fantasy space with similar colors, modern new packaging and international marketing budgets. Splat needed to defend its territory to survive…but rebels don’t defend. We attack.
Refueling our rebel spirt started with an online video push that featured the below dance video that earned over 3.5 million views. Each dancer was then featured in their own 5 & 10 second video based off dye color and product category (1, 10 or 30 day wash).
Next we had to overcome the fear of using intense hair dye at home for first time users. Our target was very fearful of bleaching, having color ruin their bathroom sinks/showers or worst yet “getting yelled at by mom.” So we gathered a group of social influencers and had them dye their hair while live streaming to prove there is nothing to worry about. What could go wrong?! Happily not much. Yes people swore, made unpredictable statements about love and life…but in the end everyone loved our products and had a lot of fun. It was the biggest social interaction the brand ever had in its history, and we were able to repost content from the live stream as additional social content.
To keep the social media ball rolling we created an internal program for Splat called DYING FOR CHANGE. It gave our brand a rebel with a cause feel and created an ongoing platform for Splat to create positive social change in the world like: Breast Caner (pink), Pride Week (rainbow), Ocean Awareness Day (Blue).
Finally we had to convince buyers at Walmart and Target that our rebellious nature and look was worth a few extra SKU’s on their shelf space. So we created a print campaign that drove fantasy hair users into stores, reworked our packaging and created an anthem video to share with retail buyers.
In short time we got the extra SKUs and our shelf space increased at Walmart and Target. Below is some of the print, brand images and packaging art we created. Unfortunately, I can’t share the anthem video because its not technically 100% street legal…but what do you except from a rebel brand.
