The Head and Shoulders brand needed to generate new content to flow into its new social media channels. This content had to be sympathetic to the core themes and values behind the brand and should support offline and online marketing and advertising activity that was already in play.
After a period of user research, we identified several themes that resonated with users of the shampoo brand. Through several brainstorming sessions with stakeholders and end users, we narrowed down these themes into one core concept which was Confidence. The Confidence to live your life.
Our solution was called One Million Acts of Confidence and would be based on the notion that people would seek confidence from each other in the form of good deeds, and so creating a social currency out of confidence. The user would pitch their idea to the community and then seek support to make their idea happen using their own social media channels.
The 1MAOC website would be the hub for all this activity and once 'like' targets were met, the brand would sponsor the pitch with real funding. These stories would then form the basis of further digital content that would drive offline and online advertising activity.
By creating real stories of confidence building, social content would be created that leveraged the core values behind the brand and resonated with end users.