One big idea. One full-funnel message system. 18 markets.

THE CHALLENGE

How do you make sophisticated hair-care technology feel simple, relevant and engaging — while creating an idea that can work across multiple markets and the full consumer journey?

THE STRATEGIC / CREATIVE RESPONSE

The strategic proposition gave us the foundation.

I developed the overarching creative idea and translated it into a messaging system that could work across the full funnel — from awareness through consideration to conversion.

The idea gave the campaign a single creative thread, while the messaging was adapted to the role each stage of the funnel needed to play.

THE CREATIVE SYSTEM

BIG IDEA

↓

MAIN MESSAGE

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AWARENESS
Create attention and establish the idea

↓

CONSIDERATION
Make the product benefit meaningful and understandable

↓

CONVERSION
Give people a clear reason to act

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18 MARKETS

The result was a creative platform that could maintain a consistent strategic message while flexing across formats, funnel stages and markets.

MY ROLE

Creative

I developed the big creative idea, shaped the main campaign messaging and created the full-funnel messaging framework across awareness, consideration and conversion.

I then worked with junior creative team to translate that messaging into the campaign's creative executions, while working with Strategy to ensure the work remained aligned with the underlying strategic proposition.

SCALE

18 markets across Europe & Middle East