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Sebastian

Curl Power

Proximity Paris

Hack the conversation by generating noise around a series of crash tests carried out by loved and trusted curl influencers, making Sebastian the most talked about solution for curly hair.

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  • Challenge

    How to launch Sebastian Professional’s new  curl line into a saturated market in a believable and relatable way, far away from the standard static studio shoots and overly-perfect curls.

  • Solution

    Hack the conversation by generating noise around a series of crash tests carried out by loved and trusted curl influencers, making Sebastian the most talked about solution for curly hair.

  • Results

    Without media:
    . + 71% reach vs. average on Sebastian social channels

    . +471% interactions vs. average on Sebastian social channels

    . +102% visits on Sebastian’s website

    . #Curlpower still being used after the campaign.