WE CREATED EPISODIC CONTENT THAT CONNECTED MILLENNIALS WITH REDKEN PROFESSIONAL HAIR COLORISTS.

NEW HUE, NEW YOU

is a YouTube haircolor makeover web series that features authentic stories and Redken Artists, providing makeovers to Millennials that help them build confidence and positively change their lives.

NEW HUE, NEW YOU!

The Work

Youtube challenged L'Oréal to think like a creator and build new content hub for each of its brands. 

Redken invited us to create episodic content, targeted towards millennials, that was discoverable and actionable, driving its audience towards their professional hair colorists a.k.a. Redken Artists.

We created NEW HUE, NEW YOU; a video series that focused on stories rather than products, through hair color transformations. By casting real millennials in need of a true hair color transformation, we were able to capture authentic stories and, through the consultation and coloring process, help them realize and expose their inner beauty.

The overall content was unscripted and truly authentic. The aim was to capture authentic stories and spotlight the genuine relationship between the consumer and the Artist.

RESULTS 

√ - Increased brand awareness 

√ - scores above the benchmark set by the brand 

√ - higher than the average retention rate 

IMPRESSIONS (2017)

1,392,630

 

AD RECALL

+15.7 POINTS - BEST IN CASS CATEGORY

 

BRAND LOVE

+6.4 POINTS - BEST IN CLASS CATEGORY

Client: Redken / Creative + Production + EditorialBlonde+Co / Creative Direction + on-set Directors: Julie Stahl, Cueva Andrea