Celeste Buckingham for L'Oréal

Different every day, yet still myself.

  • 1 mil.

    million views on Youtube

  • The first

    Czech/Slovak Ambassador for L'Oreal

Campaign description

  • video
  • pr
  • celebrity PR
  • FB management
  • TV spots

In collaboration with L'Oreal Paris, we prepared a promotion for hair colour intended for home-colouring, Casting Créme Gloss. The basic message was to present the quality of the product especially to girls, who are hair-colouring beginners and do not have much experience. The campaign targeted Czech and Slovak girls and we involved the singer, Celeste Buckingham in the promotion - the very first Czech/Slovak ambassador for this successful brand!

Problem

It is unusual for L'Oreal Paris advertising to target young girls, 15-29 years of age. Moreover, this group is hard to predict and very variable. And if this were not enough, it involves communicating the complicated segment of hair colours (for home colouring).We saw this as a challenge and a chance of trying something new!

Solution

For the Casting Creme Gloss campaign, we chose the very first local ambassador, who joined the ranks of international stars. We found a young, cosmopolitan girl, known in both the Czech and Slovak Republic, who perfectly represents the brand slogan "Because you're worth it" - Celeste Buckingham.We presented the successful singer to prestigious media at a press conference and we let the public vote on changing the color of her hair. The poll was carried out on social networks with the support of television commercials with the #MyCasting hashtag.

Campaign results

  • 6.5 mil.

    AVE

  • 1 mil.

    views on Youtube

  • The first

    Czech/Slovak ambassador of L'Oreal

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