Prose - Love At First Wash
People want hair care that truly knows them
Young, self-care enthusiasts are tired of one-size-fits-all hair care brands, but with Prose their hair care will be made personal.
Billboards
To raise awareness about the campaign, billboards will be seen in major cities within public transit areas. These billboards will differentiate between love letters to Prose and breakup letters to standard hair care brands.
Social Media - Twitter
Social media will be utilized to gain engagement from our target. Prose will start off by sending a tweet, allowing other users to respond with their hair care horror stories or how Prose has changed their life for the better.
Experiential
The "Prose Pick-Up Trucks" will be a way for our target to get a memorable experience with the brand. They will be able to drop off their old hair care products that they have "broken up" with in exchange for a personalized toiletry bag with the first letter of their name that also includes a QR code to Prose's quiz. Using this QR code, our target will be able to receive a free, personalized hair care package after
taking the quiz.
Prose will tweet that the Pick-Up Trucks can be found in major cities in order to attract our
target audience.
Text Messaging Ads
At the end of the Prose quiz, there will be another link that prompts users to download the Prose app. This will have options to retake the quiz via the app in the event of life changes, along with options to repurchase products (or even new ones!) through the app and get rewards.
Users will have the option to enter their information into the app, such as their phone number, to receive texts from their new "partner" Prose. These texts will be based on data collected from the app and will keep consumers connected to Prose and increase loyalty.
Sorry I'm busy tonight... I got a hot date with my shampoo.
In Collaboration With: Jamie Goodman and Eve Fisher