For her to trust and try us, we had to show her we understood her – pumping up flat hair is as important picking out pumps. So we created Hairapy – solutions to help her laugh away hair and life dramas. With the uncensored voice of a “gay girlfriend,” we gave her Hairapy where she needed it most.Like shopping! Katie loves to save money – but doesn’t respond to traditional promotional tactics that bore her or require effort – no clipping coupons! So we gave her a gift card instead – just like she gets from her favorite fashion retailers.

Sunsilk’s hotter than a celebrity-filled fashion show!• Sales exceeded expectations by 98% in the first month• 64% brand awareness in first 6 months – crushing original target goal• Gift card redeemed 96% over traditional coupons • Over 1,200,000 media impressions, 240,000,000 PR impressions and 5,700,000 face-to-face impressions• “Hairapy” phrase launched into pop culture – seen throughout blogosphere and media • Hairapy Guys became “friends” with over 16k girls on MySpace within the first 6 months• Generated industry buzz – Media Week, Brandweek and Wall Street Journal noted Hairapy’s breakthrough voice