VIGRO | GIVE YOUR HAIR A DIY VIGRO BOOST

BRIEF

The Vigro Brand team noticed a change in behaviour – women started paying more attention to baking banana bread and their kids’ online learning; and less attention to their own appearance. And no one was paying attention to the fact that Lockdown stress is a major cause of hair thinning and hairloss.

CHALLENGE

As a brand and agency team we brainstormed a short-term tactical campaign to adjust consumption behaviour. The message? (Lockdown) Stress can lead to excessive hair loss, but an effective DIY-solution can remedy that.

SOLUTION

With more thumbs on screens, and more couch time in front of the telly, it also meant less time in-store to talk to Shoppers, and so it made more sense to adapt to an agile digital approach supported by our good’ol trusted friend – the TVC. We tactically targeted potential Shoppers through their relevant digital touch points, guiding them through their “search-to-purchase” journey. And instead of using in-store - the “traditional” first moment of truth - Vigro switched that moment to focus on the online journey.

OUTCOMES

Judging by sales, our audience has responded positively. What’s our takeout? Agile collaboration is key during uncertain times. So assess, adapt and apply, to say what your audience needs to hear, and to be where your audience expects you to be.