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Mediacom Israel | Herbal Essences | Bathroom Star
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| Herbal Essences means 'shampooing fun'. But sales were unsatisfying and the largest target market, teens, wasn't connecting to the
brand. The task was to convince this group that Herbal Essences had been formulated just for them - and invite them to share in the
fun. Mediacom enabled young Israelis to spread the word about their Herbal Essences experience by uploading lip-synching videos on to
a microsite. Obviously, a shampoo bottle had to be used as a microphone! The best-rated clips were then shown on TV - always an effective
way of getting a teen's attention. |
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