Tresemmé is no stranger to mobile activation and knows that its audience is heavily involved on mobile, social and video platforms such as YouTube. Through this recent effort, the hair care brand can leverage the power of mobile to reach more consumers and offer practical solutions for all of their hair care needs.

?The ads are relevant to the reader in that the products being purchased by Tresemme's consumers most likely don't come with tips for additional uses at purchase,? said Marci Troutman, CEO of SiteMinis, Atlanta. ?They are able to engage their consumers following a purchase with helpful tips, and at the same time gain a following on social media that can be marketed to directly for future purchases.?

Cosmopolitan.com editors drove readers to the article with the problem-solving headline, ?12 Ways You?re Applying Your Hair Products Wrong.?

Cosmopolitan also made its collaboration with Tresemmé clear by putting its brand name at the top of the article, suggesting that both Cosmo and Tresemmé contributed to the content of the piece.

The images included in the article showed off Tresemmé products, such as hair spray and mousse.

In the middle of the article, there is a Tresemmé mobile ad that reads, ?Unleash your inner stylist: Get the look.? When users click on the ad, they are redirected a video posted by the brand?s YouTube channel called, ?How to get voluminous polish with the new Tresemmé Max the Volume Runway Collection.?

The instructional video teaches viewers how to achieve the beehive look from this year?s Fashion Week runway using Tresemmé hair products.

The Cosmopolitan.com article runs through 12 hair styling tips, including how to hold a bottle of Tresemmé hair spray while using it and the best ways to apply the brand?s Sea Foam hair mousse. 

In every tip in the article, Cosmopolitan.com references a different hair product from Tresemmé.

Unilever actively promotes its brands on mobile sites and by using other mobile tactics.

Tresemmé was also the official hair care sponsor of Mercedes-Benz Fashion Week in New York City this past fall and provided an interactive billboard that transformed participants into the feature of the ad, momentarily placing them in the spotlight.

As glam and sparkle remain a center point of Fashion Week?s events, Tresemmé attempted to make the average attendee feel special meanwhile boosting brand awareness. Serving as the 13th consecutive season of Tresemmé?s sponsorship of NYFW, the brand incorporated fun and promoted its overall goal of empowering women with modern, mobile components (see story).

Also, Procter & Gamble's Covergirl along with Tresemmé took advantage of the focus on glamour during MTV?s Video Music Awards by promoting tweets of celebrities? looks and use of the brands? products. 

As viewers of the awards show are known to follow along in their Twitter feeds while watching and tend to admire the fashion and beauty aspects of the famous attendees, beauty brands put themselves in the center of the action to promote business and awareness. By using the edge of certain entertainers, images, embedded links and the hashtag #VMAs, beauty brands were able to stay present in the conversation and hopefully attract attention (see story).

?By utilizing social media sharing options, such as Facebook, Pinterest, email, etc., Tresemme is able to give helpful tips on hair care that are of enough interest to their consumers to allow a trickle effect that can spread quite effectively over time,? Ms. Troutman said. ?With tracking properly in place, any brand can follow these 'trickle effects' and watch how a tip, shortcut, image, or other useful item can continue to be shared for days, weeks and even months.?