Tresemmé blends celebrity spokeswoman, mobile video, vlog content for new collection
Unilever?s Tresemmé is employing model and television personality Chrissy Teigen for a video series, which takes the form of a video blog showcasing a new product line.
The brand has sponsored a series of posts on social media featuring videos of Ms. Teigen discussing why she uses Tresemmé?s new Reverse Wash system. The brand is mixing together a celebrity ambassador, mobile video, popular blogging tactics and social media for a comprehensive marketing strategy.
?Video blogs or vlogs are a form of web television,? said Marci Troutman, CEO of SiteMinis. ?Vlog entries often combine embedded video, or a video link, with supporting text, images, and other metadata.
?Entries can be recorded in one take or cut into multiple parts,? she said. ?The vlog category can be a huge asset when creating video content for use on YouTube, snapchat and other social media outlets.
?Tresemmé and Chrissy Teigen combining content to educate their consumers with video how to's is a great way to connect with millennials,? she said.
Styling social media
Tresemmé has sponsored a post on Twitter from Ms. Teigen, which features the model boasting about her positive results from using the new line of products. The tweet reads ?my hair has gone from ?look don?t touch,? to ?look, touch, pet admired? I owe ya @TRESemme,? and includes the hashtags #ReverseYourRoutine and #ad.
The video included on the post opens with Ms. Teigen describing the frustrating ways she would have to go about creating more volume in her hair and how it was never soft or nice to touch. The spokeswoman then describes how the new products require using conditioner prior to shampoo, and how the method - while unorthodox - has helped achieve the hair she wants.
The video shows guest appearances including her dog and an off-screen voiceover from Ms. Teigen?s musician husband, John Legend. The layout of the video emulates a vlog and is featured on YouTube.
Mobile video
Mobile video
Tresemmé will be rolling out videos from other bloggers and social media influencers with their chronicles of using the new Reverse Wash System. Other videos from Ms. Teigen will also be featured, all of which will focus on bringing humor into the product promotion.
Unilever?s Tresemmé also teamed with Cosmopolitan.com to promote the brand's hair care products by offering styling tips in a recent article and also used mobile ads to drive users to its YouTube channel to watch hair tutorial videos (see more).
Honda similarly documented the rebuilding of its first vehicle to be manufactured in the United States in a mobile video series, hoping to create a deep connection with fans through a love of history (see more).
"Social media is essential to any marketing campaign in today's fast-paced IoT environments, brands should consider a parallel approach with all marketing efforts to include at least one social media outlet," Ms. Troutman said.
