Our creative idea was based on the true insight that the Herbal Essences range smells so good woman can not help but crack the cap and sniff before purchasing. Our objective was to set up a debate...is it okay to crack the cap. In our films we saw three woman cracking and sniffing. When they sniff they are transported to their own scent-filled world. To set up tension, our anti-cap-cracker Doing it Debbie tries to stop this epidemic. We also introduce security guard Sam who is employed to keep the peace, keep the aisles clear of cap crackers. The result is mayhem.

Our creative idea was very much aimed at encouraging viewers not only to engage online, but to participate at shelf level. Research tells us when they crack and sniff, they are much more likely to buy.

Six ads were made, launching on Facebook and Youtube on 1 October 2016 - ending march 2017. The media was heavy in the first two months, and tailored back over the next six months. Minimal search was also utilised.

The implementation was targetted to a specific group - young females. We wanted to engage. The audience recognise their own behaviour - many comments on Facebook talk about the fact that "that's me last week" and I will try it.

To date there are over 4 million views on Facebooand 18k reactions and 4k comments. It's Facebook's highest engagement in the hair and beauty ever. Youtube has over 1.7 million views .Australia has a population of only 23 Million) Neilson Brand effects survey showed:

-6% pts shift for purchase intent outperforming 94% of all studies (6x the norm)

- Past purchase score shifted by 4% pts indicating the campaign shifted behaviour.

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