Men’s hair specialists Alpecin wanted to launch their new Hybrid Caffeine Shampoo in Hong Kong; they asked us to put together a media event that would ensure men’s hair care made the news.
An Alpecin survey showed that the vast majority of men in Hong Kong with a dry scalp were using the wrong shampoo, and we made sure this key message was pulled through via easy to understand infographics and a trilingual press release. At the launch, 22 members of the media and influencers from Hong Kong and southern China heard the report’s key findings from Alpecin executives and scientists, while a dermatologist shared his insights and tested the scalps of volunteers from the audience.
Results:
53 pieces of coverage across print, TV and online media
Two successful influencer social media campaigns led to 650 online responses
