• Nioxin – USA Launch
  • Nioxin – USA Launch
  • Nioxin – USA Launch
  • Nioxin – USA Launch
  • Nioxin – USA Launch
  • Nioxin – USA Launch
  • Nioxin – USA Launch
  • Nioxin – USA Launch

Nioxin – USA Launch

2012

THE BRIEF

As part of our digital strategy for Nioxin, we needed demonstrate just how reliable and valuable Nioxin really is – we needed testimonials that could be used throughout the brand’s evolving digital ecosystem to inform and comfort people who thought there was no solution to their condition. Fulfilling the brief involved overcoming one big challenge: the sensitive nature of thinning as a topic, which few experiencing it feel comfortable discussing. We needed to break the taboo.

THE INSIGHT
Nioxin is proven to give noticeable results within 30 days. With such a fast-acting product, users have the potential to experience dramatic changes in self-esteem, which makes for excellent, heartfelt testimonials.

THE WORK

To kick off the re-launch, Nioxin gave us 1,200 samples of their new & improved formula. We decided to give them away inreturn for user testimonials about the product – real relevant content that could be used across their digital ecosystem and tie in perfectly with the ‘Truth About Thinning Hair’ proposition by encouraging conversation about this widely-experienced but rarely discussed topic.

We set up a free trial on Facebook and drove traffic from iMedia banners, forum activity and ads on Facebook itself. Arriving at the landing page, users were introduced to Nioxin, guided through a quick consultation to find the correct product, before applying for their sample and signing up for the Nioxin Journal app to privately record their progress.

Nioxin Journal helps users track their daily experience with Nioxin by posting text, photo or video responses. They are given the option to keep posts within their private journal or share to the app community wall, where they can browse other shared posts and interact with users who have similar concerns.

THE RESULTS

Within two hours, every trial sample had been spoken for. The Nioxin USA Facebook community jumped from 1,200 fans to more than 17,000 in just a few days and an impressive number are sharing their product stories on the public wall.

Creative partner / Copywriter
Lizzy Tinley

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