…SO WE GAVE THEM SOMETHING TO REALLY LAUGH ABOUT

We arranged for Henrik to talk to comedian Alex Schulman to create what seemed like a blooper.

Clutching a bottle of his favourite shampoo, he described the partnership as his greatest achievement. Schulman walked out in frustration.

The video was first broadcast on Schulman’s comedy chat show – Sweden’s biggest webshow – to riotous applause.

Sweden went crazy for it, sharing and linking to this remarkable content.

As soon as the message started spreading, we activated our real-time marketing skills to ensure that buzz was backed up with carefully targeted and precisely timed support.

We added video seeding, advertising on Facebook and interactive video alongside paid media to maximise reach.

NOW H&S IS LAUGHING!

We turned a viral film into a mass media campaign.

Henrik’s interview has been watched 700,000 times on YouTube – equivalent to 10% of the adult audience in Sweden.

The TV advert earned the best results ever for the shampoo category in copy awareness and correct attribution.

70% of our target “liked” the creative.

H&S consolidated its position as Sweden’s “most male brand” – up 9% to hit record levels.

H&S’s value share increased 16% in just one month to reach a record 31.1% – the brand’s best position in any market, anywhere in the world.