VIGRO®

NATIVA VIGRO
LOCKDOWN CAMPAIGN

Background

Vigro has experienced a decline in the market since the beginning of the SA Lockdown. The Hair-Care Category as a whole is seeing a decline due to consumers staying home, and the need to look after their appearance is not a priority at the moment.

As a result of this, Vigro needs to stay top of mind in the mind of the consumer and communicate a message that is relevant this time using TV, Digital and any other medium that has a captive audience towards the latter part of lock-down or as we  come out of lock down, and start to resume with ‘normal’ life.

Objective

We need to remind consumers that their hair is a priority, and as they start getting back to work, they need to look their best again. We also know that consumers are more stressed during this time, which can result in abnormal hair loss. They are also cash-strapped and might be looking for alternative/DIY type solutions.

A tactical mini-campaign that incorporates TV and Digital for Vigro Core Range during and leading up to the end of Lockdown:
•Video that will be used for TV and Digital that will speak directly to the Vigro consumer and remind them why Vigro is the best Hair Loss brand.
• It will be for short term use, targeting consumers in a relevant manner that will drive consumption of Vigro as we come come out of Lockdown.
•Facebook Carousel ads that will run on Facebook.
•Google Display ads, to get the consumer to an online purchase or brick and mortar purchase (includes leading them to key retailers with online platforms; Clicks, Dischem, Pick n Pay etc.)

Background

Vigro has experienced a decline in the market since the beginning of the SA Lockdown. The Hair-Care Category as a whole is seeing a decline due to consumers staying home, and the need to look after their appearance is not a priority at the moment.

As a result of this, Vigro needs to stay top of mind in the mind of the consumer and communicate a message that is relevant this time using TV, Digital and any other medium that has a captive audience towards the latter part of lock-down or as we  come out of lock down, and start to resume with ‘normal’ life.

Objective

We need to remind consumers that their hair is a priority, and as they start getting back to work, they need to look their best again. We also know that consumers are more stressed during this time, which can result in abnormal hair loss. They are also cash-strapped and might be looking for alternative/DIY type solutions.

A tactical mini-campaign that incorporates TV and Digital for Vigro Core Range during and leading up to the end of Lockdown:
•Video that will be used for TV and Digital that will speak directly to the Vigro consumer and remind them why Vigro is the best Hair Loss brand.
• It will be for short term use, targeting consumers in a relevant manner that will drive consumption of Vigro as we come come out of Lockdown.
•Facebook Carousel ads that will run on Facebook.
•Google Display ads, to get the consumer to an online purchase or brick and mortar purchase (includes leading them to key retailers with online platforms; Clicks, Dischem, Pick n Pay etc.)

Vigro TVC Video

This video was not created by us but instead we were asked to make a few edits in the video to perfect it.

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