the background: Clear Shampoo was perceived solely as a beauty shampoo by women. But what many don't know is the product fights dandruff, too, AND recently moved to the therapeutic aisle. This crucial information paired with the fact that Head & Shoulders controls the industry's market share, meant the brand wanted to do something that would get people talking and force Head & Shoulders to re-allocate marketing funds to combat a potential sudden market share loss.
the ask: Attack Head & Shoulders in social while communicating Clear Shampoo's dandruff AND beauty benefits.
the idea: Trumps un-paid endorsement of Head & Shoulders inspired us to craft a social campaign bringing to life how out of date and manly Head & Shoulders truly is.
my role: Concept, write up and pitch the creative idea, concept posts and draft all social copy.
NOTE: this campaign was not executed