TRESemmé x The X Factor 'TRESformation'

TRESemmé partnered with The X Factor for the 2014 series, adopting the role of Official Hair Partner. This high-profile deal encapsulated media, PR, product placement and digital, with social channels a distinct priority. Analysis demonstrated the phenomenal buzz driven by the show, not only during the live broadcasts but in the hours and days following - week in, week out, from August through to Christmas.

But first, a creative concept. The TRESemmé woman, our work had already determined, looked for a certain polish; the finishing touches to her already established aesthetic. #TRESformation became our narrative, as the brand sought to equip and enable our demographic with the tools they needed to reach their sparkling goal - just as the show would lend itself to talented people in need of a break.

The partnership truly covered all bases - from Twitter cards to giveaways, GIFs to influencer engagement, even a donut selfie or two - you name it, we tried it. The key social challenge faced, as Content Lead, was driving and maintaining interest for a 16 week spell, far beyond the timeframe of an average campaign. We achieved it by taking an agile approach, working closely with the show's production teams to best utilise trending stories and social buzz, and maximising our own capacities with snappy, short-form dynamic content at key points in the X Factor week.

Our monumental efforts paid off, and KPIs were hit in force. The campaign provided not just my team but the entire agency with enormous learnings, and gave us all a fascinating glimpse into the mad world of live television. We left it feeling rather showbiz.

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