Strategy • Concept • Copy • Creative Direction • Color Formulation

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After learning that 42% of oVertone consumers routinely mixed and matched colors to create their own personalized shade (or wanted to do so), we set out to transform this valuable insight into a multichannel social media campaign that encouraged followers and hair color lovers to explore, play and create their own stand-out shades by mixing two or more healthy oVertone colors. 

 

The colors were largely inspired by fashion and category trends, pop culture and seasonal occasions. We also used it as a strategic play to help us sell a trove of overstocked shades. To do it, we launched social-first campaign featuring paid social, organic, and influencer marketing components that led to a huge boost in engagement, awareness and SOV,  along with thousands of new followers and posts that drove up to 1.5M impressions in a single day—far surpassing oVertone’s average daily story impressions which typically rack up about 40k).

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