MUSE Silver

United States

2021

Redken “Ready, Sweat, Spray!” Campaign

Entrant Company

Agency Guacamole

Category

Social Media

Client's Name

Redken

Sub-Category

Influencer & Celebrity (NEW)

Agency Guacamole was tasked with creating a social media campaign on TikTok for Redken, one of the world’s top professional hair brands. The challenge was to support a few of the brand’s newest launches including the Invisible Dry Shampoo. To combat the dilemma that most people face after a sweaty dance or workout session and scheduling their workouts between hair wash days, we wanted to highlight Redken’s latest offerings as the solution to this problem—with the Invisible Dry Shampoo being as essential to workout routine as a yoga mat or stretch band. Formulating the conversation around this workout-friendly product range, Agency Guacamole sourced fitness, dance and lifestyle TikTok influencers with a range of followers from 10k to 150k. We created a TikTok-friendly “challenge”—Ready, Sweat, Spray!—and asked them to show us how they sweat, and then spray, adding the new Redken products as an essential part of their routine. We tasked influencers with incorporating the Redken products into their fitness regimen—and how it helps them to have great hair! The Ready, Sweat, Spray campaign reached over 500,000 TikTok users and garnered 50,000 views.

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