with love

One of the most iconic brand in the world
launched a new shampoo with its prized
product innovation: Oxygen Boost.
We tasked ourselves with an unusual goal:
to make the audience ‘feel’ the product, even
before showing it to them.

An all-in effort was made by both Purpose and the client to deliver an at-the-time unprecedented integrated campaign from digital social movement and always-on-content, to influencer’s marketing and on-ground activation to a made-with-love hero content that not only inspires the audience but the brand itself to rise higher. Bold choices were made all around. And boldness was rewarded.

The campaign, void of costly mass media budgeting, went on to become one of the most successful launches ever for the brand in Vietnam, with product trial rate of 90%. That was more than light. That was flying high.