is a digital campaign created for Bench Fix Hair Products, that showcases how people style their hair using bench Fix products.
Having been in the market for more than a decade, the brief was to reintroduce the brand to a younger newer audience. This means tapping a new channel (digital) vs. traditional (billboard and print), new influencers and a new voice, inserting a bit more color and youth yet keeping the look sleek and modern.
4 videos were produced showing 4 different hairstyles done by 4 different personalities that feature 4 different products. Each video is simple, fun and informative. The Job entailed conceptualizing, copywriting and coordination with suppliers and talents.
Each material is stretched to suit different channels, Facebook, Instagram and youtube, but still keeping the same intent. Below is a sample of a carousel facebook ad.
SEEDING & GIFTING
The campaign is supported by several waves of seeding to numerous influencers, sharing how they use their Fix products, and gifting to press and other personalities utilising the clout of Bench. The work includes creating a PR kit, preparing posting guides, shortlisting influencers