All Things Hair
"All Things Hair"
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Corporate Name of Client: Unilever
Client Account Director: Renato Rossi
Agency Account Directors: Alex Mason/Kerry Molloy
Account Manager: Millie Ménage
Planner: Caroline Lucas-Garner
Agency: Razorfish, London
Executive Creative Director: Sean Chambers
Creative Director: Malin Hanas
Art Director: Julie Barnes
Agency Producers: Louise Mossman/Pia Boquien
Creative Technologist: Benoit Vinay
Production Company: Guts & Glory, London
Director: Benjamin Kaufmann
UXD: Kathrin Burckhardt
Media Agency Company: Mindshare, London
Partner Companies: Google, London/Weber Shandwick, London/PHD, London
Backend Partner Company: Lost Property, London
Description of the Project:
All Things Hair is a new entertainment and retail channel for Unilever, bringing together the world’s biggest search engine with the world’s best hair brands and world’s best video bloggers. There are 11 billion hair related searches every year, but they are going to bloggers, not to brands. We worked with Google to analyse what women were looking for online, and briefed our blogger partners to created bespoke content to answer the queries – featuring the Unilever hair products needed for that style or solution. We then used paid search to buy the trending search terms, matched them to the content, and hosted everything on our interactive, ecommerce-enabled YouTube channel. Giving women the hair content they are looking for, just when they need it.