• Nioxin – The Truth About Thinning Hair
  • Nioxin – The Truth About Thinning Hair
  • Nioxin – The Truth About Thinning Hair
  • Nioxin – The Truth About Thinning Hair
  • Nioxin – The Truth About Thinning Hair
  • Nioxin – The Truth About Thinning Hair
  • Nioxin – The Truth About Thinning Hair
  • Nioxin – The Truth About Thinning Hair

Nioxin – The Truth About Thinning Hair

2012

THE BRIEF

Nioxin has more than 20 years’ experience in thinning hair care in North America, a fact reflected in its loyal fan base. However, with more and more so-called ‘snake oil’ solutions on the market, the brand wanted to make a stand as a leader in the field and firmly launch into white space territory, establishing itself as the number one salon professional hair care brand for thinning hair.

THE INSIGHT

Given that hair thinning will affect 70 per cent of the world’s population, you might expect that as a culture, we would know more about the subject and be at ease discussing it. Not so – hair thinning remains taboo, especially amongst women. Many sufferers turn to the one place they know they can get information and advice anonymously – the internet. From this key insight, we created a new brand positioning for Nioxin’s digital presence: The Truth About Thinning Hair

THE WORK

We created a digital ecosystem that would build brand loyalty, encourage conversation and, ultimately, trial and purchase.

The individual elements worked together to cover three key phases in the user journey: ‘Catch’ – capturing people within their comfort zone; ‘Connect’ – reaching out to them with anecdotal information they could relate to; and ‘Close’ – a call to action pointing them towards the campaign’s epicenter, Nioxin.com. This brand new website would house educational content for consumers and stylists alike, and be brought to life with news, live chat, and salon finder and consultation tool applications.

There were six main elements to the ecosystem:

  • Paid search: Google ads seeded Nioxin as a source of truth and expertise within search results crowded with so-called ‘miracle solutions’.
  • Facebook: A free product trial helped establish this online community, with users recording and sharing their reactions to Nioxin through a secure diary app.
  • Youtube: A Nioxin channel was created to showcase a variety of content, including custom-made how-to-use videos, consumer testimonials and expert advice.
  • Wikipedia: As well as a Nioxin brand page, we used Wikipedia to establish and carefully position ‘thinning hair’ as an online topic and reference point.
  • Forums: Following carefully created guidelines, a Nioxin community manager entered relevant conversations in forums such as Yahoo Answers, responding to users’ questions about thinning.
  • iMedia: Forum users were targeted with responsive iMedia ads seeding the truth about thinning hair in an anecdotal style, and driving to Facebook and Nioxin.com.

THE RESULTS

Nioxin’s Digital present after two months:

  • Website: 45,000 per month, revealing progressive growth.
  • Facebook: from 1,200 fans to 18,000 and continues to grow daily.
  • Youtube: over 22,000 views and a huge amount of positive comments.

Creative partner / Copywriter
Lizzy Tinley

custom counter