OLAPLEX
MAILERTHE BRIEF
Olaplex engaged TMC to support the launch of the in-salon Roots to End Treatment, Weightless Nourishing Hair Mask and Rich Hydration Hair Mask via a multi-layered PR campaign that included media outreach, influencer appointments at leading salons in Sydney, Melbourne and Brisbane, influencer and KOL seeding, and paid-influencer content.
THE SOLUTION
The objective was to generate brand awareness via the professional network, build brand affinity in the market, and secure high value social content and media coverage around OLAPLEX newness.
The Results
Across the campaign, social activity delivered 73 total hits, generating a total UMV of 7,987,897 and EAV of $164,619. Print and online coverage contributed a further 12 hits, with a combined UMV of 1,798,709 and EAV of $438,794. Salon bookings also performed strongly overall, with Sydney fully booked and Melbourne exceeding target.