Wash & Go

Social Media Marketing

Challenge:

Launched in the eighties with heavyweight investment as one of the first 2 in1 shampoo and conditioner brands. However, in the past decade the brand had received very little marketing exposure and lost much of its original appeal to younger people. The challenge was to re-establish the brand and connect with a slightly younger, more tech savvy audience.

Solution:

Wash & Go doesn’t have the mega-budgets like brands such as Head & Shoulders, so we had to think less conventionally. Market analysis identified a key Wash & Go’s customer profile – men aged 25-45, keen on sport, especially football, whether it’s playing, watching or talking about it. They are constantly on their smartphones and love football banter via social media. As a result, TV and mainstream media was not the first port of call to relaunch the brand. Instead, a more intriguing teaser campaign was needed to re-engage with old audiences and connect with new ones.

DDD worked closely with other DIG agencies, FKC and Advant Technology to create a tongue in cheek social media and video campaign involving TV pundit Robbie Savage. It started with Robbie contemplating a change of career, and reaching out to his fans through social media channels, and asking them fill out a survey suggesting the career change he should do. No great surprise as he is known for cherishing his large coiffure, that hairdressing was the chosen career. We then created an online mini-series showing Robbie training to be a hairdresser and buying his own salon which he called Savage Cuts. The comedy was that Robbie was a terrible hairdresser and everyone who had a haircut, looked like they had been butchered. The introduction of the Wash & Go branding, was held back until week three of the campaign, as we wanted the messaging to have believability to increase the viral effect. Twitter was the main social media communication channel and as the comedy and bad haircuts increased throughout the campaign, then audiences twigged that it was a spoof and that’s when the Wash & Go branding was introduced. Post campaign research, identified that consumers did not mind being ‘led up the garden path,’ particularly as there was a comedic punchline and is the reason they shared Robbie’s Tweets, peaking at 16M impressions.

Result:

The campaign demonstrated a much younger, fun, modern and tech savvy side to the brand to a younger audience. To date the campaign has generated over 16 million impressions and 830,000 views.

16 Million

Impressions

830,000

Views